The Marketing Gurus - Softcover

Chris Murray

Softcover

ISBN 10: 1843549417 ISBN 13: 9781843549413

Publisher: Atlantic Books, 2010

Synopsis

This indispensable guide to classics of marketing strategy, summarizing the lessons of seventeen of the most influential titles in the field. "The Marketing Gurus" distills the essential information from thousands of pages of marketing advice, making it the ultimate one-stop reference for the inside knowledge no company can do without. The featured books include: "Crossing the Chasm" by Geoffrey Moore; "The Popcorn Report" by Faith Popcorn; "The Anatomy of Buzz" by Emanuel Rosen; "Purple Cow" by Seth Godin; "Relationship Marketing" by Regis McKenna; "Don't Think Pink" by Lisa Johnson and Andrea Learned; and, "Renovate Before you Innovate" by Sergio Zyman. "The Marketing Gurus" distils thousands of pages on branding, promotion, publicity, advertising and more into easily digestible summaries, revealing the wisdom that made them into classics.

About this title

About the Author

Chris Murray is the editor of Soundview Executive Book Summaries, a subscription service that summarizes the best, most influential business books every year.

From 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)
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About this edition

• Publisher: Atlantic Books
• Publication date: 2010
• ISBN 10: 1843549417
• ISBN 13: 9781843549413
• Binding: Paperback
• Number of pages: 304