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Conversations with marketing masters

Author: Laura Mazur; Louella Miles
Publisher: Chichester ; Hoboken, NJ : John Wiley, ©2007.
Edition/Format:   eBook : Document : Biography : EnglishView all editions and formats
Summary:
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.
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Genre/Form: Electronic books
Interviews
Additional Physical Format: Print version:
Mazur, Laura.
Conversations with marketing masters.
Chichester ; Hoboken, NJ : John Wiley, ©2007
(DLC) 2006036078
(OCoLC)72868169
Material Type: Biography, Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Laura Mazur; Louella Miles
ISBN: 9781119209256 1119209250 9780470065648 0470065648 1282345532 9781282345539
OCLC Number: 127465945
Reproduction Notes: Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2011. MiAaHDL
Description: 1 online resource (236 pages) : portraits
Details: Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Contents: 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 : 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.
Responsibility: Laura Mazur and Louella Miles.
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Abstract:

Based on author interviews, Conversations with the Marketing Masters offers a compelling look at the state-of-the-art in marketing by bringing together the experience, ideas, and insights of the  Read more...

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

 
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