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Gurus on Marketing : THOROGOOD - Sultan Kermally

Gurus on Marketing

THOROGOOD

Paperback Published: 14th February 2005
ISBN: 9781854182432
Number Of Pages: 156

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one stop resume of the major gurus who have had a critical influence on marketing thinking and development.

This is much more than just a series of summaries, Sultan has worked directly with many of the figures in this book. It's enabled him to summarize, contrast and comment on the key concepts with knowledge, depth and insight.

He describes the key ideas of each guru, places them in context and explains their significance. He shows you how they've been applied in practice, looks at their pros and cons and includes the view of other expert writers. He ends each chapter with a summary of key elements and lessons to take on board.

The gurus covered in detail include:
Peter Drucker
Theodore Levitt
Michael Porter
Philip Kotler
Tom Peters
George Day
Jagdish Sheth
Thomas Nagle

Introduction
The relationship between strategy and marketing
The influence of the gurus
Heavyweight gurus
Lightweight gurus
Plan of the book
The fundamentals of marketing
The evolution of marketing
Key marketing concepts
A to Z of marketing
Why include him as a marketing guru?
Where does Peter Drucker come in?
The customer as the decision-maker
What do marketing gurus and writers say about Drucker's contribution to marketing?
Drucker's key publications
At the feet of Peter Drucker: Lessons learnt
Marketing myopia
Production Life Cycle Differentiation
The globalisation of markets
At the feet of Theodore Levitt: Lessons learnt
Porter's Five Forces and marketing
How to conduct competitors' analysis
Porter's Value Chain and marketing
Porter's generic strategies
Differentiation and segmentation
Porter's National Diamond
Porter's key publications
At the feet of Michael Porter: Lessons learnt
Kotler on marketing management
Importance and nature of marketing
Analysing the market environment
Developing, testing and launching new products and services
Kotler's perspective on strategic marketing
Kotler's key publications
At the feet of Philip Kotler: Lessons learnt
Close to the customer Service
Obsession Quality
Obsession Nichemanship
Listening to the customers
Closing remarks: A controversy Peter's on marketing and marketing issues
The pursuit of WOW!
Service with soul
Peter's key publications
At the feet of Tom Peters: Lessons learnt
Day on strategic marketing planning
His contribution on market-driven strategy
Why do some companies succeed at customer relationship management (and many fail)
Day's conclusions
The 'Red Queen' syndrome
Day's key publications
At the feet of George Day: Lessons learnt
Sheth's views on industrial buying decisions
At the feet of Jagdish Sheth: Lessons learnt
Nagle on pricing
At the feet of Thomas Nagle: Lessons learnt
Gurus and strategic analytical tools
Ansoff's
Matrix
Porter's
Generic Competitive
Strategies Boston
Consulting Group
Product
Portfolio
Matrix
General Electric
Strategic Planning
Matrix
Shell Directional Policy
Matrix
SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis
Scanning the external environment: (STEP) factors Scenario planning
Benchmarking
Further information
Suggested reading
Useful websites
References
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9781854182432
ISBN-10: 1854182439
Series: THOROGOOD
Audience: General
Format: Paperback
Language: English
Number Of Pages: 156
Published: 14th February 2005
Publisher: Thorogood
Country of Publication: GB
Dimensions (cm): 20.93 x 14.83  x 1.58
Weight (kg): 0.34

Earn 61 Qantas Points
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