The purpose of this book is to offer compelling insights into marketing today by bringing together the collected wisdom of the worlds most influential marketing gurus. Each has agreed to give a structured interview, based on a series of carefully designed questions to provide continuity and ensure that results provide new insights and reflections rather than a recycling of what the interviewee has previously said or written. Since the authors are both professional business writers, the finished interviews are sure to read smoothly, cogently and without jargon. The interviews cover a wide range of key marketing issues as well as provide cutting edge thinking as a basis for shaping the future. It contains both general views and thoughts on where specific companies have taken the right and wrong approaches. The authors also explore why and how each interviewee came to realize the time was ripe for whatever concept they are now associated with for example Don Peppers and One-to-One Marketing, Seth Godin and Permissions Marketing, and Michael Willmott and Corporate Social Responsibility in marketing.
Book Details:
- Author: Laura Mazur
- ISBN: 9780470025918
- Year Published: 2007
- Pages: 248
- BISAC: BUS043000, BUSINESS & ECONOMICS/Marketing / General
About the Book and Topic:
The purpose of this book is to offer compelling insights into marketing today by bringing together the collected wisdom of the worlds most influential marketing gurus. Each has agreed to give a structured interview, based on a series of carefully designed questions to provide continuity and ensure that results provide new insights and reflections rather than a recycling of what the interviewee has previously said or written. Since the authors are both professional business writers, the finished interviews are sure to read smoothly, cogently and without jargon. The interviews cover a wide range of key marketing issues as well as provide cutting edge thinking as a basis for shaping the future. It contains both general views and thoughts on where specific companies have taken the right and wrong approaches. The authors also explore why and how each interviewee came to realize the time was ripe for whatever concept they are now associated with for example Don Peppers and One-to-One Marketing, Seth Godin and Permissions Marketing, and Michael Willmott and Corporate Social Responsibility in marketing.
There is no doubt that marketing is becoming one of the few sources of organic growth for companies struggling with an onslaught of complex competitive challenges. Insightful companies now realize that the marketing plan IS the business plan, and have put marketing at the centre of their operations. But there are two big problems. Marketing as a concept can cover a diverse range of areas, often meaning different things to different people. Worse still, there is widespread debate about marketings place in business. In this time of upheaval and transformation, one can do no better than turn to those who are leading the way for their opinions on where we are going and when we will arrive.
WHOS WHO OF GURUS: The interviewees for the book are genuinely the worlds top marketing thinkers: Philip Kotler, David Aaker, Fredrick Reichheld, Jean-Claude Larreche, John Quelch, Don Schultz, Lester Wunderman, Don Peppers, Martha Rogers, Regis McKenna, Jack Trout, Al Reis and Patricia Seybold. AUTHOR PLATFORMS: The authors are both respected commentators and have great contacts that they will use to promote the book. Laura Mazur has a weekly column in Marketing magazine; Louella Miles publishes a weekly media newsletter, a quarterly research digest for TNS and a bi-monthly magazine for the Association of Qualitative Research. UNIQUE: Offers a compelling look at the present and future of marketing by bringing together the collected experience, ideas and insights of the worlds most influential marketing gurus. BROAD COVERAGE: Covers a broad range of marketing issues as well as providing cutting-edge thinking as a basis for companies who want to shape the future of their markets. Gets down to specifics, with each guru asked to cite particular companies that have implemented marketing ideas well and those that havent.
About the Author
Laura Mazur is a business writer and partner at Writers 4 Management. She has been a business journalist since 1978 and was editor of Marketing magazine from 1986 to 1989. She has written for a range of publications, and is also the author of management guides on international marketing and communications published by the Economist Intelligence Unit and Financial Times Reports. Her books include The Marketing Challenge (Addison-Wesley, 1993), and she has also acted as ghostwriter on a string of successful marketing books. Louella Miles is a business journalist and partner at Writers 4 Management. She has written such management reports as What Price Reputation (Haymarket, 1997), Successful Sports Sponsorships: Lessons From Football (International Forum of Sponsorship, 1999) and Football Sponsorship & Commerce (International Marketing Reports, 2004). She is a regular contributor to the marketing press, and publishes a weekly media newsletter, a quarterly research digest for TNS, and a bi-monthly magazine for the Association for Qualitative Research. She is the author of Perfect Marketing (Arrow, 1995).