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

图书标准信息

• 作者 Chris Murray 著
• 出版社 Portfolio
• 出版时间 2006-12
• 版次 1
• ISBN 9781591841050
• 定价 199.20元
• 装帧 精装
• 开本 其他
• 纸张 胶版纸
• 页数 290页
• 正文语种 英语

【内容简介】

Thisbookprovidesinsightfulsummariesofseventeenclassicmarketingbooks.Thecreamof"SoundviewExecutiveBookSummaries"offeradviceintheartoftrawlingthehow-tobusinessmanualsforthebestofthebestinoneunmissablevolume.Since1978,"SoundviewExecutiveSummaries"hasoffereditssubscriberscondensedversionsofthebestbusinessandmarketingbookspublishedeachyear."Soundview's"summarieshavewonitacclaimasthedefinitiveselectionserviceforsophisticatedbusinessbookreaders.Forthefirsttimeever,"Soundview"isbringingtogethersummariesofthe17essentialall-timemarketingclassicsinasinglevolume."TheMarketingGurus"alsoincludestwoall-new,previouslyunpublishedsummaries-"TheTippingPoint"byMalcolmGladwelland"CrossingtheChasm"byGeoffreyMoore.Otherfeaturedbooksinclude:"Positioning"byJackTroutandAlRies;"KotleronMarketing"byPhilipKotler;"ThePopcornReport"byFaithPopcorn;"TheAnatomyofBuzz"byEmanuelRosen;"PurpleCow"bySethGodwin;and,"RelationshipMarketing"byRegisMcKenna."TheMarketingGurus"distilsessentialinformationfromthousandsofpagesofmarketingadviceintolessthan300,makingittheultimateone-stopreferencefortheinsideknowledgenocompanycandowithout.

【作者简介】

ChrisMurrayistheeditorofSoundviewExecutiveBookSummaries,asubscriptionservicethatsummarizesthebest,mostinfluentialbusinessbookseveryyear.

【目录】

INTRoDUCTIoN

1．DIFFERENTIATE OR DIE by JackTrout with Steve Rivkin

2．LATERAL MARKETING by Philip Kotler and Fernando Trias de Bes

3．THE POPCORN REPORT by Faith Popcorn

4．RELATIONSHIP MARKETING by Regis McKenna

5．NETWORKING WITH THE AFFLUENT by Thomas Stanley

6．RELENTLESS by Johny K．Johansson and Ikujiro Nonaka

7．THE ONE TO ONE FUTURE by Don Peppers and Martha Rogers

8．UP THE LOYALTY LADDER by Murray Raphel and Nell Raphel

9．SCORING POINTS by Clive Humby and Terry Hunt with Tim Phillips

10．HOW TO DRIVE YOUR COMPETITION CRAZY by Guy Kawasaki

11．CROSSING THE CHASM by Geoffrey A．Moore

12．UNLEASHING THE KILLER APP by Larry Downes and Chunka Mui

13．THE ANATOMY OF BUZZ by Emanuel Rosen

14．PURPLE COW by Seth Godin

15．DON’T THINK PINK by Lisa Johnson and Andrea Learned

16．THE DISCIPLINE OF MARKET LEADERS by Michael Treacy and Fred Wiersema

17．RENOVATE BEFORE YOU INNOVATE by Sergio Zyman

INDEX