Marketing Masters

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.

Drawing from real examples of companies who are practicing creative marketing as well as her experience working with small and enterprise level businesses and nonprofit organizations improve their marketing strategy. Connie provides a revolutionary system for serving, not sales to transform the relationship between companies and customers. When looking to convert consumers in today’s tough business environment Connie’s system can help you immediately implement your creative marketing system by using the tools provided in this book. Today’s marketplace continues to be ravaged by changes---to convert relationships to partnerships, consumers to customers, and ideas into realities you need to think differently. No matter what business you are in, the information in this book will help experts creatively engage and unlock hidden opportunities.

The subject of marketing is a perennial favourite with entrepreneurs and business owners-- everyone needs to know how to do it better, and how to get more bang for their buck. This book compiles classic stories, features, and columns on marketing that have run in Profit: The Magazine for Canadian Entrepreneurs over the years.

All the old rules of marketing are up for grabs. Markets are fragmenting and globalizing; consumers have greater control over when and what media they use; and digital technologies have changed how people shop, work, and relax. But a small number of senior marketing leaders know how to engage consumers and keep them coming back. This book reveals the secrets to their success. Featuring exclusive interviews with top consumer and business-to-business marketers at companies like P&G, Unilever, GE, Nortel and American Express, Secrets of the Marketing Masters offers insight and practical advice, from how to gain the confidence of your colleagues on the senior team to how win your customers’ trust. Marketers will discover how to: • build a marketing culture • share results that matter–good and bad • connect with customers on an emotional level • find ways to amplify the customer voice within their company • run marketing like a professional service • cultivate positive word of mouth both on and offline • build customer listening posts • develop forward sensing mechanisms to spot new trends With this real-world, insider advice, readers can discover the techniques that will set them apart from the crowd and create lasting customer loyalty.

Breakthrough marketing: revitalize brands, optimize investments, link marketing to performance, even apply winning marketing strategies in the public sector Three full books of proven marketing strategy principles and actionable solutions! Discover how to revitalize any brand, and drive it to unprecedented success… apply the right metrics to all your marketing investments, get accurate answers, and use them to systematically improve ROI... tightly link marketing with business performance… bring powerful marketing strategies to the public sector… and much more! From world-renowned leaders and experts, including Philip Kotler, Nancy R. Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, and Joan Kiddon

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. · The founding father· Brand equity trailblazer· Marketing strategy master· The technology visionary· The one-to-one gurus· Global marketing authority· Pioneer of positioning· Integrated marketing communications innovator· Customer experience expert· Positioning pioneer· Direct marketing missionary