The purpose of this book is to offer compelling insights into marketing today by bringing together the collected wisdom of the world's most influential marketing gurus. Each has agreed to give a structured interview, based on a series of carefully designed questions to provide continuity and ensure that results provide new insights and reflections rather than a recycling of what the interviewee has previously said or written. The interviews cover a wide range of key marketing issues as well as provide cutting edge thinking as a basis for shaping the future. It contains both general views and thoughts on where specific companies have taken the right and wrong approaches

Table of Contents:

Acknowledgements

Introduction

Philip Kotler: The founding father

David Aaker: Brand equity trailblazer

Jean-Claude Larreche: Marketing strategy master

Regis McKenna: The technology visionary

Don Peppers and Martha Rogers: The one-to-one gurus

John Quelch: Global marketing authority

Al Ries: Pioneer of positioning

Don Schultz: Integrated marketing communications innovator

Patricia Seybold: Customer experience expert

Jack Trout: Positioning pioneer

Lester Wunderman: Direct marketing missionary

Index