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Thorogood

Gurus on Marketing

A one-stop guide to the world's most influential writers on marketing, their key concepts, theories and frameworks. Includes Drucker, Levitt on marketing myopia, Kotler on marketing management, Porter on competitive strategy, Day, Nagle, Ansoff, Seth and Peters.

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Overview

A one-stop guide to the world’s most important writers on marketing

This book expertly summarises all the key strategic concepts and describes the work and contribution of each of the leading thinkers in the field of marketing.

An informed and incisive one stop résumé of the major gurus who have had a critical influence on marketing thinking and development. It's a book to bring you rapidly up to speed and to offer you fresh ideas to improve your own business.

This book is much more than just a series of summaries: Sultan Kermally has worked directly with many of the figures in this book, including Peter Drucker, Philip Kotler and Michael Porter. It’s enabled him to summarise, 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.

He skilfully mixes relevant extracts from the gurus themselves with concise summaries and bullet points, and adds further context by interweaving these with contributions from strategy experts such as Igor Ansoff and others.

The final chapter provides a valuable bonus with a checklist of gurus and strategic analytical tools.

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Content

Introduction

  • The relationship between strategy and marketing
  • The influence of the gurus
  • Heavy weight gurus
  • Lightweight gurus

ONE: The fundamentals of marketing

  • The evolution of marketing
  • Key marketing concepts
  • A to Z of marketing

TWO: Peter Drucker

  • 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 Druckers contribution to marketing?
  • Druckers key publications
  • At the feet of Peter Drucker: Lessons learnt

THREE: Theodore Levitt

  • Marketing myopia
  • Production Life Cycle
  • Differentiation
  • The globalisation of markets
  • At the feet of Theodore Levitt: Lessons learnt

FOUR: Michael Porter

  • 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

FIVE: Philip Kotler

  • Kotler on marketing management Importance and nature of marketing
  • Analysing the market environment
  • Developing,testing and launching new products and services
  • Kotlers perspective on strategic marketing
  • Kotlers key publications
  • At the feet of Philip Kotler: Lessons learnt

SIX: Tom Peters

  • Close to the customer
  • Service obsession
  • Quality obsession
  • Nichemanship
  • Listening to the customer
  • 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

SEVEN: George Day

  • Day on strategic marketing planning
  • His contribution on market-driven strategy
  • Why do some companies succeed at custoemr relationship management (and many fail)?
  • Day's conclusions
  • The 'Red Queen' syndrome
  • Day's key publications
  • At the feet of George Day: Lessons learnt

EIGHT: Jagdish Sheth

  • Seth's views on industrial buying decisions
  • At the feet of Jaddish Seth: Lessons learnt

NINE: Thomas T. Nagle

  • Nagle on pricing
  • At the feet of Thomas Nagle: Lessons learnt

TEN: 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 analysis
  • Scanning the external environment: (STEP) factors
  • Scenario planning
  • Benchmarking

ELEVEN: Further information

Sultan Kermally

Sultan Kermally is a Chartered Marketer and Fellow of the Chartered Institute of Marketing. He has degrees in Economics, Sociology and Law, and Diplomas in Marketing, Finance and Accounting.

More details

eBook

ISBN 9781854188526
102 pages

  • GBP 6.39 +VAT

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at Amazon UK

Paperback

ISBN 978 185418243 2
162 pages

  • GBP 14.99
  • EUR 17.99
  • USD 23.95

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at Amazon UK