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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.

Acknowledgements

About the Authors

Introduction

1 Philip Kotler: The founding father

2 David Aaker: Brand equity trailblazer

3 Jean-Claude Larreche: Marketing strategy master

4 Regis McKenna: The technology visionary

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

6 John Quelch: Global marketing authority

7 Al Ries: Pioneer of positioning

8 Don Schultz: Integrated marketing communications innovator

9 Patricia Seybold: Customer experience expert

10 Jack Trout: Positioning pioneer

11 Lester Wunderman: Direct marketing missionary

Index

Laura Mazur is a business writer and partner in Writers 4 Management, a professional writing firm. She has been a business journalist since 1978 and was editor of the UK’s Marketing magazine from 1986 to 1989. She has written for a range of publications,

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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.