Author: Boyett, Joseph H. / Boyett, Jimmie T.
Title: THE GURU GUIDE TO MARKETING. A Concise Guide to the Best Ideas from Today's Top Marketers.
Description: New York, John Wiley & Sons, 2003. 1st edition 252 pp. hardcover with dustjacket. A valuable source of inspiration and cutting-edge ideas, this book 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. 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. Pages tanned. Otherwise nice and clean copy

Keywords: management, , ,