Conversations With Marketing Masters

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The purpose of this book is to offer compelling insights into marketing today by bringing together the collected wisdom of the world’s most influential marketing gurus. Each has agreed to give a structured interview, based on a series of carefully designed questions to provide continuity and ensure that results provide new insights and reflections rather than a recycling of what the interviewee has previously said or written. The interviews cover a wide range of key marketing issues as well as provide cutting edge thinking as a basis for shaping the future. It contains both general views and thoughts on where specific companies have taken the right - and wrong - approaches.

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Laura Mazur is a business writer and partner at Writers 4 Management. She has been a business journalist since 1978 and was editor of marketing magazine from 1986 to 1989. She has written for a range of publications, and is also the author of management guides on international marketing and communications published by the Economist Intelligence Unit and Financial Times Reports. Her books include The Marketing Challenge, and she has also acted as ghostwriter on a string of successful marketing books. Louella Miles is a business journalist and partner at Writers 4 Management. She has written such management reports as What Price Reputation (Haymarket, 1997), Successful Sports Sponsorships: Lessons From Football (International Forum of Sponsorship, 1999) and Football Sponsorship & Commerce (International Marketing Reports, 2004). She is a regular contributor to the marketing press, and publishes a weekly media newsletter, a quarterly research digest for TNS, and a bi-monthly magazine for the Association for Qualitative Research. She is the author of Perfect Marketing. Table of Contents Acknowledgements Aboutthe Authors Introduction Philip Kotler: The founding father David Aaker: Brand equity trailblazer Jean-Claude Larreche: Marketing strategy master Regis McKenna: The technology visionary Don Peppers and Martha Rogers: The one-to-one gurus John Quelch: Global marketing authority Al Ries: Pioneer of positioning Don Schultz: Integrated marketing communications innovator Patricia Seybold: Customer experience expert Jack Trout: Positioning pioneer Lester Wunderman: Direct marketing missionary Index