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.
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.
ONE: The fundamentals of marketing
TWO: Peter Drucker
THREE: Theodore Levitt
FOUR: Michael Porter
FIVE: Philip Kotler
SIX: Tom Peters
SEVEN: George Day
EIGHT: Jagdish Sheth
NINE: Thomas T. Nagle
TEN: Gurus and strategic analytical tools
ELEVEN: Further information
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.