Gurus On Marketing

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Inspiring leadership John Adair • £15.99 The book of ME Barrie Pearson and Neil Thomas • £14.99 The complete guide to debt recovery Roger Mason • £12.99 Janner’s complete speechmaker Greville Janner • £10.99 <strong>Gurus</strong> on business strategy Tony Grundy • £14.99 Dynamic practice development Kim Tasso • £29.99 Thorogood also has an extensive range of reports and special briefings which are written specifically for professionals wanting expert information. For a full listing of all Thorogood publications, or to order any title, please call Thorogood Customer Services on 020 7749 4748 or fax on 020 7729 6110. Alternatively view our website at www.thorogood.ws.
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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
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These strategies are similar to Por
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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 173 and 174: Thorogood publishing Thorogood publ
Page 175: Other titles The John Adair handboo
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