Gurus On Marketing

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. About Author: 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. He is the author of eight books including two on managing knowledge.