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Conversations with Marketing Masters By Laura Mazur

Conversations with Marketing Masters
by Laura Mazur

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Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview.
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Conversations with Marketing Masters Summary


Conversations with Marketing Masters by Laura Mazur

Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great - and a glimpse of the marketing future. The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.

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Conversations with Marketing Masters Reviews


"...a treasure-trove for the marketer and anybody else interested in the dynamics of how and why some things sell" (Gulf Business, March 2007)

About Laura Mazur


Laura Mazur is a business writer and partner in Writers 4 Management, a professional writing firm. She has been a business journalist since 1978 and was editor of the UK's Marketing magazine from 1986 to 1989. She has written for a range of publications, including a weekly column for Marketing magazine for five years, and is also the author of management guides on international marketing and communications published by the Economist Intelligence Unit and Financial Times Reports. Since they formed Writers 4 Management in 2004, she and her business partner, Louella Miles, have worked with a range of organizations and individuals, including writing white papers, running writing training courses, and acting as ghost writers/editors on a number of books. An economics graduate of Smith College in the USA, she also has an MA from the University of London in Soviet studies. Louella Miles is a business writer, and Laura's partner in Writers 4 Management. She started in consumer journalism in 1976, with the Consumers' Association, before moving over to business writing in 1980. She was managing editor of Marketing magazine through the mid to late 1980s. Her portfolio includes management reports on topics as diverse as corporate reputation and sponsorship, published by Management Today and International Marketing Reports respectively. She has also, for the past seven years, edited a weekly media newsletter, and produces a range of titles on qualitative research.

Table of Contents


Acknowledgements. About the Authors. Introduction. 1 Philip Kotler: The founding father. 2 David Aaker: Brand equity trailblazer. 3 Jean-Claude Larreche: Marketing strategy master. 4 Regis McKenna: The technology visionary. 5 Don Peppers and Martha Rogers: The one-to-one gurus. 6 John Quelch: Global marketing authority. 7 Al Ries: Pioneer of positioning. 8 Don Schultz: Integrated marketing communications innovator. 9 Patricia Seybold: Customer experience expert. 10 Jack Trout: Positioning pioneer. 11 Lester Wunderman: Direct marketing missionary. Index.

Additional information

GOR007135664
Conversations with Marketing Masters by Laura Mazur
Laura Mazur
Used - Very Good
Hardback
John Wiley and Sons Ltd
2007-01-26
248
0470025913
9780470025918
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.