Gurus On Marketing

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Thorogood publishing Thorogood publishes a wide range of books, reports, special briefings and psychometric tests. Listed below is a selection of key titles. Desktop Guides The marketing strategy desktop guide Norton Paley • £16.99 The sales manager’s desktop guide Mike Gale and Julian Clay • £16.99 The company director’s desktop guide David Martin • £16.99 The credit controller’s desktop guide Roger Mason • £16.99 The company secretary’s desktop guide Roger Mason • £16.99 The finance and accountancy desktop guide Ralph Tiffin • £16.99 The commercial engineer’s desktop guide Tim Boyce • £16.99 The training manager’s desktop guide Eddie Davies • £16.99 The PR practitioner’s desktop guide Caroline Black • £16.99 Win new business – the desktop guide Susan Croft • £16.99
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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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Nariman Dhalla and Sonia Yuspeh in
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Technological advances have resulte
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This was Professor Levitt’s semin
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FOUR Michael Porter Michael Porter
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4 the bargaining power of buyers, 5
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‘A market signal is any action by
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Criticisms of Porter’s Five Force
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in the buyer’s value chain, which
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A differentiation strategy This str
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Factors which are likely to make a
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Porter’s key publications • ‘
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FIVE Philip Kotler Kotler on market
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Marketing therefore is a process of
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and there is no further contact. Th
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The marketing plan should pay parti
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Micro perspective Kotler then moves
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Team-oriented approach seems to be
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Kotler’s perspective on strategic
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At the feet of Philip Kotler: Lesso
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SIX Tom Peters In terms of ‘guru
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Peters and Waterman highlight the f
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Closing remarks: A controversy ‘W
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The emphasis is on applying technol
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The pursuit of WOW! • Every job h
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• Invite customers to visit any f
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tices. The patient generally gets w
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Peter’s key publications • Pete
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SEVEN George Day George day is Geof
Page 121 and 122: These strategies are similar to Por
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
Page 149 and 150: Existing product/new market Here th
Page 151 and 152: Low growth/high share The strategic
Page 153 and 154: General Electric Strategic Planning
Page 155 and 156: Shell Directional Policy Matrix She
Page 157 and 158: Opportunities In scanning the exter
Page 159 and 160: The STEP analysis (sometimes known
Page 161 and 162: STEP factors influence significantl
Page 163 and 164: Benchmarking According to Philip Ko
Page 165 and 166: ELEVEN Further information Suggeste
Page 167 and 168: • Porter, Michael. ‘Competitive
Page 169 and 170: 14 Drucker, Peter, ‘Innovation an
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Page 175 and 176: Other titles The John Adair handboo
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