Gurus On Marketing

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Y Z Your conviction, commitment and communication in relation to marketing will bring you success. Zeal and zest of your staff should be nurtured to create marketing mindset. 28 GURUS ON MARKETING
TWO Peter Drucker Peter Drucker is the father of management gurus; he is the guru of all gurus. When he speaks most CEOs pay attention. He was born in Vienna in 1909 and trained in Economics. He has subsequently become the world’s foremost pioneer of management theory. He is a teacher, consultant, writer and a speaker and has become the leading management gurus of his time. His first book ‘Concept of the Corporation’ (1946) was a ground breaking examination of the internal workings of General Motors. His management books, ‘The Practice of Management’ (1954), ‘Management: Tasks Responsibilities, Practices’ (1973), ‘Innovation and Entrepreneurship’ (1985), ‘The Frontiers of Management’ (1986) and his recent books ‘Peter Drucker on the Profession of Management’ (1998) and ‘Management Challenges for the 21st Century’ (1999) have become international bestsellers. He popularised concepts such as ‘privatisation’, ‘management by objectives’, decentralisation’, ‘knowledge worker’ and ‘the knowledge economy’ – concepts which we now take for granted. He is a professor of Social Sciences and Management at the Claremont Graduate University, California which named its Graduate School of Management after him. In July 2002, President George Bush presented him with the Presidential Medal of Freedom, the Nation’s highest civilian honour. TWO PETER DRUCKER 29
Page 1 and 2: gurus on Marketing Sultan Kermally
Page 3 and 4: GURUS ON MARKETING SULTAN KERMALLY
Page 5 and 6: Dedication This book is dedicated t
Page 7 and 8: Acknowledgements This book would no
Page 9 and 10: About the author Sultan Kermally is
Page 11 and 12: Contents Introduction 1 The relatio
Page 13 and 14: SIX Tom Peters 89 Close to the cust
Page 15 and 16: Introduction Gurus are management t
Page 17 and 18: This book considers the following g
Page 19 and 20: Michael Porter Michael Porter is th
Page 21 and 22: Philip Kotler Philip Kotler is the
Page 23 and 24: Plan of the book The book begins by
Page 25 and 26: ONE The fundamentals of marketing T
Page 27 and 28: Kotler 3 then advocated the importa
Page 29 and 30: Characteristics of service They are
Page 31 and 32: • Consider the promotion budget.
Page 33 and 34: For example, if an organisation is
Page 35 and 36: Brand extension Brand extension is
Page 37 and 38: Marketing strategy Marketing strate
Page 39 and 40: According to Warren J. Keegan 11 :
Page 41: L M N O P Q R S T U V Listen to you
Page 45 and 46: The thinking was heavily influenced
Page 47 and 48: Where does Peter Drucker come in? S
Page 49 and 50: The customer as the decision-maker
Page 51 and 52: What do marketing gurus and writers
Page 53 and 54: Writers on marketing since Drucker
Page 55 and 56: Some organisations now use very sop
Page 57 and 58: THREE Theodore Levitt On marketing
Page 59 and 60: He put forward four conditions whic
Page 61 and 62: Marketing Myopia was a landmark art
Page 63 and 64: Decline After the maturity stage wh
Page 65 and 66: Nariman Dhalla and Sonia Yuspeh in
Page 67 and 68: Technological advances have resulte
Page 69 and 70: This was Professor Levitt’s semin
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
Page 81 and 82: A differentiation strategy This str
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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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
Page 123 and 124:
You cannot take an internally focus
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KNOWLEDGE@WHARTON Isn’t Ford’s
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ings. These included the high value
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Configuration perspective Day found
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He has published extensively in var
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EIGHT Jagdish Sheth Dr. Jagdish She
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Various studies reinforce the point
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• 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
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At the feet of Thomas Nagle: Lesson
Page 147 and 148:
TEN Gurus and strategic analytical
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Existing product/new market Here th
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Low growth/high share The strategic
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General Electric Strategic Planning
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Shell Directional Policy Matrix She
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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
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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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