Gurus On Marketing (Paperback) details from flipkart
AN INFORMED AND INCISIVE one-stop resume of the Major ''gurus'' who have had a critical influence on marketing thinking and development. A book to bring you rapidly up to speed and to offer you fresh ideas to improve your own business.
This 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 views 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 ''gurus'' covered in detail are Peter Drucker, Theodore Levitt, Michael Porter, Philip Kotler, Tom Peters, George Day, Jagdish Sheth and Thomas Nagle.
The final chapter provides a valuable bonus with a checklist of Gurus and strategic analytical tools.
Concise and approachable, insightful and thorough, this book will be of real benefit to you and your business. About the Author 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 and Finance and Accounting.
He has spent all his professional life in management education and development. At Management Center Europe and at the Economist Group' Sultan spent considerable, time working directly with management' gurus' including Peter Drucker, Michael Porter, Philip Kotler, Tom Peters and Richard Pascale, to name but a few. He is the author of eight books' including two on managing knowledge.
Table of Contents Introduction - The relationship between strategy and marketing
- The influence of the gurus Heavyweight gurus
- Lightweight gurus Plan of the book
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 Drucker's contribution to marketing?
- Drucker's 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
- Kotler's perspective on strategic marketing
- Kotler's 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 customers
- 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 customer 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 - Sheth's views on industrial buying decisions
- At the feet of Jagdish Sheth: 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 (Strengths, Weaknesses, Opportunities and Threats) analysis
- Scanning the external environment: (STEP) factors
- Scenario planning
- Benchmarking
ELEVEN: Further information - Suggested reading
- Useful websites
- References
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