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 Mc Kenna, 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.
Cuprins
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 Mc Kenna: 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.
Despre autor
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.
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