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The marketing gurus : lessons from the best marketing books of all time

Author: Chris MurrayJack TroutSteve RivkinPhilip KotlerFernando Trías de BesAll authors
Publisher: New York : Portfolio Penguin, 2013.
Edition/Format:   Print book : English : Paperback edView all editions and formats
Database:WorldCat
Summary:
"Soundview is bringing together summaries of seventeen essential marketing classics in a single volume that includes one all-new, previously unpublished summary." "The Marketing Gurus distills thousands of pages of powerful insights into less than three hundred, making it an ideal resource for busy professionals, business students, and anyone curious about how marketing has evolved."--BOOK JACKET.
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Genre/Form: Abstracts
Document Type: Book
All Authors / Contributors: Chris Murray; Jack Trout; Steve Rivkin; Philip Kotler; Fernando Trías de Bes; Faith Popcorn; Regis McKenna; Thomas J Stanley; Johny K Johansson; Ikujirō Nonaka; Don Peppers; Martha Rogers; Murray Raphel; Neil Raphel; Clive Humby; Terry Hunt; Tim Phillips; Guy Kawasaki; Geoffrey A Moore; Larry Downes; Chunka Mui; Emanuel Rosen; Seth Godin; Lisa Johnson; Andrea Learned; Michael Treacy; Fred Wiersma; Sergio Zyman; Soundview Executive Book Summaries.
ISBN: 1591845920 9781591845928
OCLC Number: 796932102
Notes: Includes index.
Description: xii, 290 pages : illustrations ; 23 cm
Contents: Differentiate or die / by Jack Trout with Steve Rivkin --
Lateral marketing / by Philip Kotler and Fernando Trias de Bes --
The popcorn report / by Faith Popcorn --
Relationship marketing / by Regis McKenna --
Networking with the affluent / by Thomas Stanley --
Relentless / by Johny K. Johansson and Ikujiro Nonaka --
The one to one future / by Don Peppers and Martha Rogers --
Up the loyalty ladder / by Murray Raphel and Neil Raphel --
Scoring points / by Clive Humby and Terry Hunt with Tim Phillips --
How to drive your competition crazy / by Guy Kawasaki --
Crossing the chasm / by Geoffrey A. Moore --
Unleashing the killer app / by Larry Downes and Chunka Mui --
The anatomy of buzz / by Emanuel Rosen --
Purple cow / by Seth Godin --
Don't think pink / by Lisa Johnson and Andrea Learned --
The discipline of market leaders / by Michael Treacy and Fred Wiersema --
Renovate before you innovate / by Sergio Zyman.
Responsibility: Chris Murray and the editors of Soundview Executive Book Summaries.

Abstract:

"Soundview is bringing together summaries of seventeen essential marketing classics in a single volume that includes one all-new, previously unpublished summary." "The Marketing Gurus distills thousands of pages of powerful insights into less than three hundred, making it an ideal resource for busy professionals, business students, and anyone curious about how marketing has evolved."--BOOK JACKET.

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