营销大师访谈录 Conversations with Marketing Masters

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

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,

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