Gurus On Marketing

Igor Ansoff
Dr Igor Ansoff was one of the first gurus to recognise the need for
the concept of strategic management. He served as a professor of
Industrial Administration in the Graduate School at Carnegie-Mellon
University, Professor of Management at Vanderbilt University,
Nashville, Tennessee and a Professor at the European Institute for
Advanced Studies in Management, Brussels, Belgium.
He has written numerous books and published many articles on the
subject of strategic management. He has been a consultant to
companies like General Electric, Philips and IBM.
All students of strategy and marketing are conversant with his matrix
– the Ansoff’s matrix.
Theodore Levitt
Theodore Levitt was Edward W Carter Professor of Business Administration
Emeritus at the Harvard Business School and a former editor
of the Harvard Business Review. Professor Levitt provided an insight
into the importance of marketing during the period when most organisations
were production oriented. His article ‘Marketing Myopia’
which appeared in the Harvard Business Review in 1960 was his landmark
article which made him a marketing guru.
He has authored numerous articles on economics, management and
marketing subjects. He is a four-time winner of the McKinsey
Awards competitions for best annual article in the Harvard Business
Review; winner of the John Hancock Award for Excellence in Business
Journalism in 1969; recipient of the Charles Coolidge Parlin
Award as ‘Marketing Man of the Year’, 1970; recipient of the George
Gallup Award for Marketing Excellence, 1976; recipient of the 1978
Paul D Converse Award of the American Marketing Association for
major contributions to marketing; recipient of the 1989 William M
McFeeley Award of the International Management Council for
major contribution to management.
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GURUS ON MARKETING