Conversations with Marketing Masters

Laura Mazur, Louella Miles

238 pages, parution le 12/02/2007

Ajouter à une liste

Indisponible

Résumé

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.

L'auteur - 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.

L'auteur - Louella Miles

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.

Sommaire

The founding father (Philip Kotler).
Brand equity trailblazer (David Aaker).
Marketing strategy master (Jean-Claude Larreche).
The technology visionary (Regis McKenna).
The one to one gurus (Don Peppers and Martha Rogers).
Global marketing authority (John Quelch).
Pioneer of positioning (Al Ries).
Integrated marketing communications innovator (Don Schultz).
Customer experience expert (Patricia B. Seybold).
Positioning pioneer (Jack Trout).
Direct marketing missionary (Lester Wunderman).

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Laura Mazur, Louella Miles
Parution	12/02/2007
Nb. de pages	238
Format	16 x 23,5
Couverture	Relié
Poids	492g
Intérieur	Noir et Blanc
EAN13	9780470025918
ISBN13	978-0-470-02591-8