02815nam 2200601 a 450 991014358470332120170809164636.00-470-68750-91-119-20925-01-282-34553-297866123455310-470-06564-8(CKB)1000000000357159(EBL)291039(OCoLC)127465945(SSID)ssj0000130293(PQKBManifestationID)12000760(PQKBTitleCode)TC0000130293(PQKBWorkID)10080773(PQKB)11750838(MiAaPQ)EBC291039(PPN)140482377(EXLCZ)99100000000035715920061027d2007 uy 0engur|n|---|||||txtccrConversations with marketing masters[electronic resource] /Laura Mazur and Louella MilesChichester ;Hoboken, NJ John Wileyc20071 online resource (250 p.)Description based upon print version of record.0-470-02591-3 Includes bibliographical references and index.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.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 TroutMarketingMarketingManagementMarketing personnelInterviewsMarketing.MarketingManagement.Marketing personnel658.8Mazur Laura897081Miles Louella897082MiAaPQMiAaPQMiAaPQBOOK9910143584703321Conversations with marketing masters2004381UNINA