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" Conversations with marketing masters / "
Laura Mazur and Louella Miles.
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BL
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| Record Number
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949934
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| Doc. No
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b704304
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| Main Entry
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Mazur, Laura.
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| Title & Author
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Conversations with marketing masters /\ Laura Mazur and Louella Miles.
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| Publication Statement
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Chichester ;Hoboken, NJ :: John Wiley,, ©2007.
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| Page. NO
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236 pages :: portraits ;; 24 cm
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| ISBN
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0470025913
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: 9780470025918
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Philip Kotler : the founding father -- David Aaker : brand equity trailblazer -- Jean-Claude Larreche : marketing strategy master -- Regis McKenna : the technology visionary -- Don Peppers and Martha Rogers : the one-to-one gurus -- John Quelch : global marketing authority -- Al Ries : pioneer of positioning -- Don Schultz : integrated marketing communications innovator -- Patricia Seybold : customer experience expert -- Jack Trout : positioning pioneer -- Lester Wunderman : direct marketing missionary.
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| Abstract
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Conversations with Marketing Masters offers new insights by gathering the collected wisdom of the most influential marketing thinkers of our age, each of whom has given a structured interview. Covering a wide range of issues and illustrating concepts with cases of success and failure, these seminal dialogues offer a rare look at what made each master great - and a glimpse of the marketing future. The Marketing Masters featured are Philip Kotler, David Aaker, Jean-Claude Larreche, Regis McKenna, Don Peppers, John Quelch, Al Ries, Martha Rogers, Don Schultz, Patricia Seybold, Jack Trout and Lester Wunderman. The conversations are free-flowing dialogues in which each personality is allowed to shine through.
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| Subject
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Marketing personnel, Interviews.
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Marketing-- Management.
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Marketing.
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Arbeitskraft.
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Führungskraft.
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Management.
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Marketing personnel, Interviews.
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| Subject
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Marketing personnel, Interviews.
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| Subject
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Marketing personnel.
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| Subject
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Marketing-- Management.
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| Subject
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Marketing-- Management.
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| Subject
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Marketing-- Management.
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Marketing.
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Marketing.
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Marketing.
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Marketing.
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Marketing.
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Marknadsföring.
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| Dewey Classification
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658.8
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| LC Classification
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HF5415.M374 2007
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| NLM classification
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85.40bcl
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85.40.bcl
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F713.5clc
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F713.50clc
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| Added Entry
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Miles, Louella.
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