Название: The Guru Guide to Marketing: A Concise Guide to the Best Ideas from Today's Top Marketers
Автор: Joseph H. Boyett, Jimmie T. Boyett
Издательство: Wiley
Год: 2002
ISBN: 9780471213772
Формат: pdf
Страниц: 252
Размер: 1,6 mb
Язык: English

Marketing just isn't what it used to be. New technology and business practices as well as more informed and savvy consumers have made the business of marketing more complicated than ever before. Marketers know they must develop new ways to tap consumers and new ways to differentiate their products.

If you want to learn about the latest trends in marketing, then you can read the hundreds of books and thousands of articles published each year on the subject. Or you could turn to a trusted single resource for informed guidance from the top thinkers in the field. For the very best advice from the biggest names in the business, turn to The Guru Guide(TM) to Marketing.

A valuable source of inspiration and cutting-edge ideas, The Guru Guide(TM) to Marketing offers unparalleled access to the hottest trends in the field. Based on top Fortune 500 consultants Joseph and Jimmie Boyett's exhaustive research, it distills the wisdom of the world's top marketers into straightforward, bite-sized lessons about everything from branding to buzz.

In The Guru Guide(TM) to Marketing, you'll learn the secrets of brand management from legends Philip Kotler, Bernd Schmitt, and Jack Trout. You'll understand the new one-to-one consumer relationship with help from Don Peppers and Martha Rogers. You'll hear from Frederick Newell on customer relationship management, Kevin Clancy and Peter Krieg on customer retention programs, and Malcolm Gladwell on creating buzz.

Organized by broad themes that encompass every aspect of modern marketing, top thinkers like Seth Godin, Ian Gordon, and Sam Hill shed needed light on topics like the role of mass marketing in a fragmented consumer society, how to market to a global audience, and the new brand management. Fresh marketing concepts like permission marketing, relationship marketing, and experiential marketing are explored in detail.

Informed and opinionated, The Guru Guide(TM) to Marketing shows you where the experts agree and disagree and offers the Boyetts' own unique take on what the masters of marketing have to say. Loaded with insights from the industry's leading thinkers, it's a clear, concise, and informative digest of the best thinking about marketing today and for the future.