- 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: Acknowledgements This book would no
- 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 and 42: L M N O P Q R S T U V Listen to you
- Page 43 and 44: TWO Peter Drucker Peter Drucker is
- 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
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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
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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
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At the feet of Jagdish Sheth: Lesso
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NINE Thomas T. Nagle Nagle on prici
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• Understanding price sensitivity
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At the feet of Thomas Nagle: Lesson
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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
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The STEP analysis (sometimes known
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STEP factors influence significantl
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Benchmarking According to Philip Ko
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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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