The Marketing Gurus: Lessons from the Best Marketing Books of All Time

Overview

Indispensable summaries of the best marketing books of our time

Since 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Focused, insightful, and practical, Soundview’s summaries have been acclaimed as the definitive selection service for the sophisticated business book reader.

Now Soundview is bringing together summaries of seventeen essential marketing ...

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The Marketing Gurus: Lessons from the Best Marketing Books of All Time

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Overview

Indispensable summaries of the best marketing books of our time

Since 1978, Soundview Executive Book Summaries has offered its subscribers condensed versions of the best business books published each year. Focused, insightful, and practical, Soundview’s summaries have been acclaimed as the definitive selection service for the sophisticated business book reader.

Now Soundview is bringing together summaries of seventeen essential marketing classics in a single volume that include one all-new, previously unpublished summary. Here is just about everything you ever wanted to know about marketing. The Marketing Gurus distills thousands of pages of powerful insights into less than three hundred, making it an ideal resource for busy professionals and students.

Who are the gurus? They include:

  • Guy Kawasakion How to Drive Your Competition Crazy
  • Geoffrey Mooreon marketing high technology, in Crossing the Chasm.
  • Jack Trout on how companies can help their products stand above the crowd, in Differentiate or Die.
  • Regis McKenna on the changing role of the customer, in the classic Relationship Marketing.
  • Philip Kotler on the concept of Lateral Marketing, which helps companies avoid the trap of market fragmentation.
  • Seth Godin on how to create a Purple Cow that will take off through word of mouth.
  • Lisa Johnson and Andrea Learnedon marketing to women in Don’t Think Pink.

The collective wisdom contained in The Marketing Guru can help any marketer on his or her journey to becoming a marketing guru.

www.summary.com

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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.
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Product Details

  • ISBN-13: 9781591845928
  • Publisher: Penguin Publishing Group
  • Publication date: 2/26/2013
  • Pages: 304
  • Sales rank: 1,444,166
  • Product dimensions: 5.90 (w) x 8.90 (h) x 1.00 (d)

Meet the Author

Chris Murray is the former editor in chief of Soundview Executive Book Summaries, a subscription service that summarizes the best, more influential business books every year. He lives near Philadelphia, Pennsylvania, where he currently writes and edits business books.
Visit www.summary.com for more information.

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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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Sort by: Showing 1 Customer Reviews
  • Posted March 10, 2010

    The Marketing Gurus, Lessons from the best books of all time

    Some very interesting insight from business leaders in all subject area. A condensed version of excerpts across a wide spectrum of business categories. I would recommend this book as a condensed version from various authors. It is a good primer as an introduction to specific books in more detail by each author.

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