Conversations with Marketing Masters

Conversations with Marketing Masters offers compelling insights into marketing today by gathering the collected wisdom of our era's most influential thinkers, each of whom has given a structured interview to the authors. Covering a wide range of current issues and illustrating key concepts with real-world examples of success and failure, these conversations offer leading-edge thinking as a basis for shaping the marketing future. Introducing the Marketing Masters... * Philip Kotler * David Aaker * Jean-Claude Larreche * Regis McKenna * Don Peppers * Martha Rogers * John Quelch * Al Ries * Don Schultz * Patricia Seybold * Jack Trout * Lester Wunderman