Classic marketing thought

Author: Boyett
Publisher:
Publish Date: 2004-03-01
Features: How can our products stand out in the competition? Are customer retention and loyalty programs really effective? How can we increase the lifetime value of customers to the company? How can we build a strong brand and manage it effectively? To answer these questions, we turn to the top experts in marketing—the marketing authority masters. This book gathers the best, most cutting-edge, and at the same time objective, thought-provoking, and practical ideas in today's marketing field, which can help your company and products stand out from the competition and gain a fresh perspective on marketing. The book introduces the most inspiring and cutting-edge marketing ideas, covering a wealth of content from brand building to word-of-mouth marketing, in simple and easy language, in an orderly manner, summarizing the essence of the ideas of the world's top marketing experts. It is a concise summary of the best marketing ideas of today and the future. By reading this book, you will learn about the ideas of the legendary Philip Kotler on brand management, understand the meaning of the new one-to-one consumer relationships from Don Peppers and Martha Rogers, and you can also learn about: Frederick Newell's ideas on customer relationship management; Kevin Clancy and Peter Krieg's views on customer retention programs; and Malcolm Gladwell's theory of word-of-mouth marketing, among others.