The Guru Guide to Marketing: A Concise Guide to the Best Ideas from Today's Top Marketers - Hardcover

Über die Autorin bzw. den Autor

JOSEPH H. BOYETT (joe@jboyett.com) is cofounder of Boyett & Associates (www.jboyett.com), a consulting and research firm specializing in helping companies implement state-of-the-art management and organizational practices. He has been a consultant to a number of Fortune 500 companies, including IBM, British Petroleum, Merck, EDS, and BellSouth. Dr. Boyett is the author of numerous books, including Workplace 2000, and Beyond Workplace 2000, as well as the Wiley titles The Guru Guide™, The Guru Guide™ to the Knowledge Economy, and The Guru Guide™ to Entrepreneurship.

JIMMIE T. BOYETT (jimmie@jboyett.com) is cofounder of Boyett & Associates (www.jboyett.com). She is the coauthor of six books, including The Guru Guide™, The Guru Guide™ to the Knowledge Economy, The Guru Guide™ to Entrepreneurship, and Beyond Workplace 2000. Boyett is a recognized expert on business process reengineering and the application of leading-edge information systems technology. Her clients have included Hartmarx, Brunswick Corporation, Burlington Industries, Methodist Hospitals, JP Stevens, and Southwestern Bell.

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How can I differentiate my products from the competition?
Do customer retention and loyalty programs really work?
How do I increase a customer's lifetime value to my company?
How can I build a strong brand and manage it wisely?

To find the answers to these and scores of other questions, turn to the experts at the pinnacle of the profession-the gurus of marketing. They see tomorrow's trends today, understand the new informed consumer, and are shaping the future of marketing. Now you can tap into their years of experience, gain insight from their wisdom, and learn from the mistakes they made on the way to the top. Read what they have to say about branding, buzz, product placement, and more. The Guru Guide(TM) to Marketing compiles the best thinking on modern marketing from the most noted names in the field to help your business and your products stand out from the pack. Like the other Guru Guides(TM) before it, this book offers cutting-edge advice that is objective, thought-provoking, and always practical.

Some of the Gurus you'll meet:

David Aaker, author of Building Strong Brands
Adam Curry and Jay Curry, coauthors of The Customer Marketing Method
David F. D'Alessandro and Michele Owens, coauthors of Brand Warfare
Laura Day, author of Practical Intuition for Success
Malcolm Gladwell, author of The Tipping Point
Seth Godin, coauthor of Permission Marketing
Ian Gordon, author of Relationship Marketing
Sam Hill, coauthor of The Infinite Asset and author of 60 Trends in 60 Minutes
Philip Kotler, author of Kotler on Marketing and Marketing Insights from A to Z
Regis McKenna, author of Real-Time Marketing
Mary Modahl, author of Now or Never
Don Peppers and Martha Rogers, coauthors of The One to One Future
Faith Popcorn, author of EVEolution
Bernd Schmitt and Alex Simonson, coauthors of Marketing Aesthetics
Carl Sewell, Paul Brown, and Tom Peters, coauthors of Customers for Life
Patricia Seybold, author of The Customer Revolution
Judy Strauss, coauthor of Marketing on the Internet
Jack Trout, author of Differentiate or Die
Sergio Zyman, author of The End of Advertising as We Know It

Aus dem Klappentext

Marketing just isn't what it used to be. New technology and business practices as well as more informed and savvy consumers have made the business of marketing more complicated than ever before. Marketers know they must develop new ways to tap consumers and new ways to differentiate their products.

If you want to learn about the latest trends in marketing, then you can read the hundreds of books and thousands of articles published each year on the subject. Or you could turn to a trusted single resource for informed guidance from the top thinkers in the field. For the very best advice from the biggest names in the business, turn to The Guru Guide(TM) to Marketing.

A valuable source of inspiration and cutting-edge ideas, The Guru Guide(TM) to Marketing offers unparalleled access to the hottest trends in the field. Based on top Fortune 500 consultants Joseph and Jimmie Boyett's exhaustive research, it distills the wisdom of the world's top marketers into straightforward, bite-sized lessons about everything from branding to buzz.

In The Guru Guide(TM) to Marketing, you'll learn the secrets of brand management from legends Philip Kotler, Bernd Schmitt, and Jack Trout. You'll understand the new one-to-one consumer relationship with help from Don Peppers and Martha Rogers. You'll hear from Frederick Newell on customer relationship management, Kevin Clancy and Peter Krieg on customer retention programs, and Malcolm Gladwell on creating buzz.

Organized by broad themes that encompass every aspect of modern marketing, top thinkers like Seth Godin, Ian Gordon, and Sam Hill shed needed light on topics like the role of mass marketing in a fragmented consumer society, how to market to a global audience, and the new brand management. Fresh marketing concepts like permission marketing, relationship marketing, and experiential marketing are explored in detail.

Informed and opinionated, The Guru Guide(TM) to Marketing shows you where the experts agree and disagree and offers the Boyetts' own unique take on what the masters of marketing have to say. Loaded with insights from the industry's leading thinkers, it's a clear, concise, and informative digest of the best thinking about marketing today and for the future.