DescriptionConversations 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 and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.
About the Authors.
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.