Conversations with Marketing Masters - Mazur, Laura;Miles, Louella
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Based on author interviews, Conversations with the Marketing Masters offers a compelling look at the state-of-the-art in marketing by bringing together the experience, ideas, and insights of the world's most influential gurus. Each offers their thoughts on a wide range of key issues, as well as their predictions for what we can expect in the future and specific examples of companies they admire - or don't. The book's marketing gurus include Philip Kotler, David Aaker, Don Schultz, Don Peppers, Jack Trout, and Patricia Seybold. Based on author interviews, Conversations with the Marketing…mehr

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Produktbeschreibung
Based on author interviews, Conversations with the Marketing Masters offers a compelling look at the state-of-the-art in marketing by bringing together the experience, ideas, and insights of the world's most influential gurus. Each offers their thoughts on a wide range of key issues, as well as their predictions for what we can expect in the future and specific examples of companies they admire - or don't. The book's marketing gurus include Philip Kotler, David Aaker, Don Schultz, Don Peppers, Jack Trout, and Patricia Seybold. Based on author interviews, Conversations with the Marketing Masters offers a compelling look at the state of the art in marketing by bringing together the experience, ideas, and insights of the world s most influential gurus.
Conversations with Marketing Masters offers compelling insights into marketing today by gathering the collected wisdom of our era's most influential thinkers, each of whom has given a structured interview to the authors. Covering a wide range of current issues and illustrating key concepts with real-world examples of success and failure, these conversations offer leading-edge thinking as a basis for shaping the marketing future.

Introducing the Marketing Masters...
_ Philip Kotler
_ David Aaker
_ Jean-Claude Larreche
_ Regis McKenna
_ Don Peppers
_ Martha Rogers
_ John Quelch
_ Al Ries
_ Don Schultz
_ Patricia Seybold
_ Jack Trout
_ Lester Wunderman
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Autorenporträt
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.
Rezensionen
" a treasure trove for the marketer and anybody else interested in the dynamics of how and why some things sell" (Gulf Business, March 2007)