Marketing Wisdom

by Kartikeya Kompella (Editor)

Overview

This book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases. This has served to enhance the content and put it in the readers’ current context.

It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.

Product Details

ISBN-13:	9789811342837
Publisher:	Springer Nature Singapore
Publication date:	01/18/2019
Series:	Management for Professionals
Edition description:	Softcover reprint of the original 1st ed. 2019
Pages:	171
Product dimensions:	6.10(w) x 9.25(h) x (d)

About the Author

Kartik Kompella is the founder of Purposeful Brands, a brand consultancy based in India. He has run a column on Interbrand’s portal for nearly five years, and is a regular contributor of papers to WARC. Kartik has spoken at several international conferences on subjects as varied as Market Research, Cause Related Marketing (CRM) and Cause Related Branding. He has 26 years experience in advertising, CRM, brand consulting and marketing and wrote the books Building Brands Building Meaning & Applying The Branding Iron. He has edited two books on branding: ‘The Definitive Book of Branding’ (2014) and ‘The Brand Challenge’ (with Kogan Page, 2014).

Table of Contents

Extreme Trust: The Competitive Necessity of Proactive Trustworthiness.- Net Promoter Score and its Successful Application.- Focus on ROE (Return on Empathy) to Increase ROI.- Marketing With Meaning.- Hidden in Plain Sight.- The 4 A’s of Marketing.- The 10 Principles Behind Great Great Customer Experiences.- Who Do You Want Your Customers To Become.- Stories Make The Difference.- Marketing 3.0: From Products to Customers to the Human Spirit.- Service Innovation – A Jobs To Be Done Guide.

What People are Saying About This

From the Publisher

“With Marketing Wisdom, Kartik Kompella has created an invaluable resource by tapping into some of the smartest and most experienced marketers around for insights and advice on the most critically important marketing topics today. Informative and inspiring, it belongs on every thoughtful marketer’s bookshelf – ideally within close reach!”

- Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College

“How better to distill the wisdom of leading thinkers on marketing than to ask award-winning authors to capture the essence of their thinking in a tight chapter. The result is a rich and rewarding source of ideas, concepts and insights into the fluid world of marketing. A valuable addition to the libraries of thoughtful marketers.”

- Professor George S. Day is the Geoffrey T. Boisi Professor Emeritus at the Wharton School of the University of Pennsylvania.

"Very helpful compilation of basic and advanced thinking about marketing, a great resource for both practitioners and scholars"

- John A. Quelch, Dean, School of Business Administration, University of Miami

"This anthology is a must read and I truly enjoyed Philip Kotler's article on how positioning and differentiation can help brands deeply engage citizens"

- Prof. Diana Derval, author of "Designing Luxury Brands: The Science of Pleasing Customers' Senses"