Gurus on Marketing

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AN INFORMED AND INCISIVE one-stop resume of the Major ''gurus'' who have had a critical influence on marketing thinking and development. A book to bring you rapidly up to speed and to offer you fresh ideas to improve your own business. This is much more than just a series of summaries: Sultan Kermally has worked directly with many of the figures in this. book, including Peter Drucker, Philip Kotler and Michael Porter. It''s enabled him to summarise, contrast and comment on the key concepts with knowledge, depth and insight. He describes the key ideas of each ''guru'', places them in context and explains their significance. He shows you how they''ve been applied in practice, looks at their pros and cons and includes the views of other expert writers. He ends each chapter with a summary of key elements and lessons to take on board. He skilfully mixes relevant extracts from the ''gurus'' themselves with concise summaries and bullet-points, and adds further context by interweaving these with contributions from strategy experts such as Igor Ansoff and others. The ''gurus'' covered in detail are Peter Drucker, Theodore Levitt, Michael Porter, Philip Kotler, Tom Peters, George Day, Jagdish Sheth and Thomas Nagle. The final chapter provides a valuable bonus with a checklist of Gurus and strategic analytical tools. Concise and approachable, insightful and thorough, this book will be of real benefit to you and your business.

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Sultan. Kermally is a 'Chartered Marketer' and Fellow of the Chartered Institute of Marketing. He has degrees in Economics, Sociology and Law and Diplomas in Marketing and Finance and Accounting. He has spent all his professional life in management education and development. At Management Center Europe and at the Economist Group' Sultan spent considerable, time working directly with management' gurus' including Peter Drucker, Michael Porter, Philip Kotler, Tom Peters and Richard Pascale, to name but a few. He is the author of eight books' including two on managing knowledge. Table of Contents Introduction The relationship between strategy and marketing The influence of the gurus Heavyweight gurus Lightweight gurus Plan of the book ONE: The fundamentals of marketing The evolution of marketing Key marketing concepts A to Z of marketing TWO: Peter Drucker Why include him as a marketing guru? Where does Peter Drucker come in? The customer as the decision-maker What do marketing gurus And writers say about Drucker's contribution to marketing? Drucker's key publications At the feet of Peter Drucker: Lessons learnt THREE: Theodore Levitt Marketing myopia Production Life Cycle Differentiation The globalisation of markets At the feet of Theodore Levitt: Lessons learnt FOUR: Michael Porter Porter's Five Forces and marketing How to conduct competitors' analysis Porter's Value Chain and marketing Porter's generic strategies Differentiation and segmentation Porter's National Diamond Porter's key publications At the feet of Michael Porter: Lessons learnt FIVE: Philip Kotler Kotler on marketing management Importance and nature of marketing Analysing the market environment Developing, testing and launching new products and services Kotler's perspective on strategic marketing Kotler's key publications At the feet of Philip Kotler: Lessons learnt SIX: Tom Peters Close to the customer Service obsession Quality obsession Nichemanship Listening to the customers Closing remarks: A controversy Peter's on marketing and marketing issues The pursuit of WOW! Service with soul Peter's key publications At the feet of Tom Peters: Lessons learnt SEVEN: George Day Day on strategic marketing planning His contribution on market-driven strategy Why do some companies succeed at customer relationship management (and many fail)? Day's conclusions The 'Red Queen' syndrome Day's key publications At the feet of George Day: Lessons learnt EIGHT: Jagdish Sheth Sheth's views on industrial buying decisions At the feet of Jagdish Sheth: Lessons learnt NINE: Thomas T. Nagle Nagle on pricing At the feet of Thomas Nagle: Lessons learnt TEN: Gurus and strategic analytical tools Ansoff's Matrix Porter's Generic Competitive Strategies Boston Consulting Group - Product Portfolio Matrix General Electric Strategic Planning Matrix Shell Directional Policy Matrix SWOT (Strengths, Weaknesses, Opportunities and Threats) analysis Scanning the external environment: (STEP) factors Scenario planning Benchmarking ELEVEN: Further information Suggested reading Useful websites References