Conversations with marketing masters [[electronic resource] /] / Laura Mazur and Louella Miles

• Record Nr.: UNINA9910829889003321
• Autore: Mazur Laura
• Pubbl/distr/stampa: Chichester ; ; Hoboken, NJ, : John Wiley, c2007
• ISBN: 0-470-68750-9; 1-119-20925-0; 1-282-34553-2; 9786612345531; 0-470-06564-8
• Descrizione fisica: 1 online resource (250 p.)
• Altri autori (Persone): MilesLouella
• Disciplina: 658.8
• Soggetti: Marketing; Marketing - Management; Marketing personnel
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: 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.
• Sommario/riassunto: 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