Gurus On Marketing

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• Clubbishness. • Transparancy. • In the know. • House calls. • Design that suits my convenience. • Human scale. • An educational experience. • Reliability. • Fun. • Theatre. • Emphasis on beginning and ends. • Consistency. • Class. • Emphasis on process. • Caring – a must. The following extracts come from: Tom Peters (1997) ‘The Circle of Innovation’ Alfred A. Knopf. The book focuses on the importance of innovation for any business today in order to survive in a changing business climate. Yet again he is loyal to his theme and his passion – the customers. <strong>On</strong> the theme of empowering customers he writes: Empowerment (customers) = Information = access = decision making = choice = customisation = perception of control/ownership. He gives numerous examples of organisations including Netscape, Charles Schwab, and his personal experience of empowering customers. 102 GURUS ON MARKETING
Peter’s key publications • Peters and Waterman Jr. ‘In Search of Excellence: Lessons from America’s Best-Run Companies.’ (1982). Harper and Row. • Peters, Tom: ‘Liberation management: Necessary Disorganisation For the Nanosecond Nineties.’ (1992) Macmillan. • Peters, Tom: ‘The Pursuit of Wow!’(1992). Vintage Books. • Peters, Tom. ‘Thriving on Chaos’ (1987). Alfred A. Knopf. At the feet of Tom Peters: Lessons learnt • Get close to your customers. • Focus on service excellence. • Listen to your customers. • Innovate constantly. • Create niches and differentiation. • Consider every customer to be a potential life-long customer. • Be customer-led and not production-led organisation. • Empower your staff. • Empower your customers. • Do not satisfy your customers but delight them. SIX TOM PETERS 103
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gurus on Marketing Sultan Kermally
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GURUS ON MARKETING SULTAN KERMALLY
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Dedication This book is dedicated t
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Acknowledgements This book would no
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About the author Sultan Kermally is
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Contents Introduction 1 The relatio
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SIX Tom Peters 89 Close to the cust
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Introduction Gurus are management t
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This book considers the following g
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Michael Porter Michael Porter is th
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Philip Kotler Philip Kotler is the
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Plan of the book The book begins by
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ONE The fundamentals of marketing T
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Kotler 3 then advocated the importa
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Characteristics of service They are
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• Consider the promotion budget.
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For example, if an organisation is
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Brand extension Brand extension is
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Marketing strategy Marketing strate
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According to Warren J. Keegan 11 :
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L M N O P Q R S T U V Listen to you
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TWO Peter Drucker Peter Drucker is
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The thinking was heavily influenced
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Where does Peter Drucker come in? S
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The customer as the decision-maker
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What do marketing gurus and writers
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Writers on marketing since Drucker
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Some organisations now use very sop
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THREE Theodore Levitt On marketing
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He put forward four conditions whic
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Marketing Myopia was a landmark art
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Decline After the maturity stage wh
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Page 71 and 72: FOUR Michael Porter Michael Porter
Page 73 and 74: 4 the bargaining power of buyers, 5
Page 75 and 76: ‘A market signal is any action by
Page 77 and 78: Criticisms of Porter’s Five Force
Page 79 and 80: in the buyer’s value chain, which
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Page 83 and 84: Factors which are likely to make a
Page 85 and 86: Porter’s key publications • ‘
Page 87 and 88: FIVE Philip Kotler Kotler on market
Page 89 and 90: Marketing therefore is a process of
Page 91 and 92: and there is no further contact. Th
Page 93 and 94: The marketing plan should pay parti
Page 95 and 96: Micro perspective Kotler then moves
Page 97 and 98: Team-oriented approach seems to be
Page 99 and 100: Kotler’s perspective on strategic
Page 101 and 102: At the feet of Philip Kotler: Lesso
Page 103 and 104: SIX Tom Peters In terms of ‘guru
Page 105 and 106: Peters and Waterman highlight the f
Page 107 and 108: Closing remarks: A controversy ‘W
Page 109 and 110: The emphasis is on applying technol
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Page 113 and 114: • Invite customers to visit any f
Page 115: tices. The patient generally gets w
Page 119 and 120: SEVEN George Day George day is Geof
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Page 123 and 124: You cannot take an internally focus
Page 125 and 126: KNOWLEDGE@WHARTON Isn’t Ford’s
Page 127 and 128: ings. These included the high value
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Page 131 and 132: He has published extensively in var
Page 133 and 134: EIGHT Jagdish Sheth Dr. Jagdish She
Page 135 and 136: Various studies reinforce the point
Page 137 and 138: • To create value for clients the
Page 139 and 140: At the feet of Jagdish Sheth: Lesso
Page 141 and 142: NINE Thomas T. Nagle Nagle on prici
Page 143 and 144: • Understanding price sensitivity
Page 145 and 146: At the feet of Thomas Nagle: Lesson
Page 147 and 148: TEN Gurus and strategic analytical
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• Porter, Michael. ‘Competitive
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14 Drucker, Peter, ‘Innovation an
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Blank
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Thorogood publishing Thorogood publ
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