 Conversations with Marketing Masters
ISBN: 978-0-470-02591-8
Hardcover
248 pages
March 2007
US $49.95
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Acknowledgements.
About the Authors.
Introduction.
1 Philip Kotler: The founding father.
2 David Aaker: Brand equity trailblazer.
3 Jean-Claude Larreche: Marketing strategy master.
4 Regis McKenna: The technology visionary.
5 Don Peppers and Martha Rogers: The one-to-one gurus.
6 John Quelch: Global marketing authority.
7 Al Ries: Pioneer of positioning.
8 Don Schultz: Integrated marketing communications innovator.
9 Patricia Seybold: Customer experience expert.
10 Jack Trout: Positioning pioneer.
11 Lester Wunderman: Direct marketing missionary.
Index.
