Conversations with Marketing Masters

By Laura Mazur and Louella Miles

This book sets out to offer some compelling insights into the often-controversial concept of marketing by assembling the collected wisdom of some of the world’s most influential marketing gurus. Contributions range from reflections on their professional journeys to current views on the state of marketing today. It also offers their thoughts on where particular companies have taken the right – or wrong – route to market.

For instance, the interviews reveal:

• David Aaker’s determination to use the concept of brand equity to put brands onto the strategic agenda. Read an excerpt from the chapter featuring David Aaker >
• Philip Kotler’s lifelong mission to dispel the myth that marketing contributes very little to company success in the long term.
• Jean-Claude Larreche’s passion to raise the game in terms of marketing leadership and marketing excellence.
• Regis McKenna’s marketing vision that launched some of the legendary names of Silicon Valley.
• How Don Peppers and Martha Rogers turned traditional marketing on its head by pioneering the idea of one-to-one marketing.
• John Quelch’s quest to untangle the intricacies and research the benefits of global marketing.
• The journey made by Al Ries from the seminal concept of positioning to his modern take on focus and divergence.
• How Don Schultz’s founding of integrated marketing communication led to his current emphasis on organisational alignment.
• Why Patricia Seybold’s trailblazing work into the impact of interactivity has started a revolution in the way companies deal with their customers.
• Positioning co-founder Jack Trout’s fervent belief that some of the biggest problems facing marketing today are Wall St and uninterested CEOs.
• Lester Wunderman’s delight that the internet has brought to life his dream of true dialogue between consumers and advertisers.