Mazur / Miles Conversations with Marketing Masters

1. Auflage 2009
ISBN: 978-0-470-68750-5
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 248 Seiten, E-Book

Conversations with Marketing Masters offers new insights bygathering the collected wisdom of the most influential marketingthinkers of our age, each of whom has given a structured interview.Covering a wide range of issues and illustrating concepts withcases of success and failure, these seminal dialogues offer a rarelook at what made each master great - and a glimpse of themarketing future.
The Marketing Masters featured are Philip Kotler, David Aaker,Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, AlRies, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout andLester Wunderman. The conversations are free-flowing dialogues inwhich each personality is allowed to shine through.

Autoren/Hrsg.

Mazur, Laura

Miles, Louella

Inhaltsverzeichnis

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 communicationsinnovator.
9 Patricia Seybold: Customer experience expert.
10 Jack Trout: Positioning pioneer.
11 Lester Wunderman: Direct marketing missionary.
Index.

Über Autor(innen)

Laura Mazur is a business writer and partner in Writers 4Management, a professional writing firm. She has been a businessjournalist since 1978 and was editor of the UK'sMarketing magazine from 1986 to 1989. She has written for arange of publications, including a weekly column forMarketing magazine for five years, and is also the author ofmanagement guides on international marketing and communicationspublished by the Economist Intelligence Unit and Financial TimesReports.
Since they formed Writers 4 Management in 2004, she and herbusiness partner, Louella Miles, have worked with a range oforganizations and individuals, including writing white papers,running writing training courses, and acting as ghostwriters/editors on a number of books. An economics graduate ofSmith College in the USA, she also has an MA from the University ofLondon in Soviet studies.
Louella Miles is a business writer, and Laura'spartner in Writers 4 Management. She started in consumer journalismin 1976, with the Consumers' Association, before moving overto business writing in 1980. She was managing editor ofMarketing magazine through the mid to late 1980s. Herportfolio includes management reports on topics as diverse ascorporate reputation and sponsorship, published by ManagementToday and International Marketing Reports respectively.She has also, for the past seven years, edited a weekly medianewsletter, and produces a range of titles on qualitativeresearch.