Conversations with marketing masters : [David Aaker, Philip Kotler, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout, Lester Wunderman

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.

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

Cover......Page 1 Contents......Page 9 Acknowledgements......Page 11 About the Authors......Page 13 Introduction......Page 15 1: The founding father......Page 19 2: Brand equity trailblazer......Page 39 3: Marketing strategy master......Page 59 4: The technology visionary......Page 77 5: The one-to-one gurus......Page 101 6: Global marketing authority......Page 131 7: Pioneer of positioning......Page 149 8: Integrated marketing communications innovator......Page 171 9: Customer experience expert......Page 191 10: Positioning pioneer......Page 211 11: Direct marketing missionary......Page 229 Index......Page 245