Gurus on Marketing

An informed and incisive... one stop r?sum? of the major'gurus' who have had a critical influence on marketingthinking and development. This is much more than just aseries of summaries, Sultan has worked directly with manyof the figures in this book. It's enabled him tosummarise, contrast and comment on the key concepts withknowledge, depth and insight. He describes the key ideasof each 'guru', places them in context and explains theirsignificance. He shows you how they've been applied inpractice, looks at their pros and cons and includes theview of other expert writers. He ends each chapter with asummary of key elements and lessons to take on board.