The Marketing Gurus: Lessons from the Best Marketing Books of All Time [NOOK Book]

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Overview

Since 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Soundview’s summaries have won it acclaim as the definitive selection service for sophisticated business book readers.

For the first time ever, Soundview is bringing together summaries of seventeen essential marketing classics in a single volume. The Marketing Gurus includes two all-new, previously unpublished summaries—The Tipping Point by Malcolm Gladwell and Crossing the Chasm by Geoffrey Moore.

Other featured books include:

Positioning by ...

See more details below

More About This Book

Overview

Since 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Soundview’s summaries have won it acclaim as the definitive selection service for sophisticated business book readers.

For the first time ever, Soundview is bringing together summaries of seventeen essential marketing classics in a single volume. The Marketing Gurus includes two all-new, previously unpublished summaries—The Tipping Point by Malcolm Gladwell and Crossing the Chasm by Geoffrey Moore.

Other featured books include:

Positioning by Jack Trout and Al Ries Kotler on Marketing by Philip Kotler The Popcorn Report by Faith Popcorn The Anatomy of Buzz by Emanuel Rosen Purple Cow by Seth Godin Relationship Marketing by Regis McKenna

And more

The Marketing Gurus distills thousands of pages into fewer than three hundred, making it ideal for busy professionals, students, and anyone curious about how marketing has evolved.

Editorial Reviews

Publishers Weekly
As the editor of Soundview Executive Book Summaries, which distills business books into 5,000-word recaps, Murray offers 17 such summaries of marketing books published in the last 15 years. It's arguably a narrow range for the best "of all time"-even with big names like Regis McKenna and Sergio Zyman on board. Each book summary begins with a quick summation, often making redundant the introductions written especially for the collection. And though the condensed versions manage to extract the key ideas from each text, some authors fare better than others. Faith Popcorn's unique voice survives compression, for example, much better than Seth Godin's does. The selected books are sequenced to suggest a broader argument that runs from connecting with customers to marketing in the 21st century, but the actual connections between the various works are largely unstated. Unless you're completely new to marketing research, chances are you've come across at least one of these books already, but Soundview's summaries are a good introduction for those with no background. (June) Copyright 2006 Reed Business Information.

Product Details

  • ISBN-13: 9781440627095
  • Publisher: Penguin Group (USA)
  • Publication date: 7/20/2006
  • Sold by: Penguin Group
  • Format: eBook
  • Pages: 304
  • Sales rank: 747,450
  • File size: 493 KB

Meet the Author

Chris Murray is the editor of Soundview Executive Book Summaries, a subscription service that summarizes the best, most influential business books every year.

Table of Contents

1 Differentiate or die 1
2 Lateral marketing 17
3 The popcorn report 33
4 Relationship marketing 49
5 Networking with the affluent 65
6 Relentless 81
7 The one to one future 100
8 Up the loyalty ladder 114
9 Scoring points 132
10 How to drive your competition crazy 148
11 Crossing the chasm 167
12 Unleashing the killer app 183
13 The anatomy of buzz 200
14 Purple cow 216
15 Don't think pink 232
16 The discipline of market leaders 249
17 Renovate before you innovate 266

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