The purpose of this book is to offer compelling insights into marketing today by bringing together the collected wisdom of the world s most influential marketing gurus. Each has agreed to give a structured interview, based on a series of carefully designed questions to provide continuity and ensure that results provide new insights and reflections rather than a recycling of what the interviewee has previously said or written. The interviews cover a wide range of key marketing issues as well as provide cutting edge thinking as a basis for shaping the future. It contains both general views and thoughts on where specific companies have taken the right – and wrong – approaches. · The founding father· Brand equity trailblazer· Marketing strategy master· The technology visionary· The one-to-one gurus· Global marketing authority· Pioneer of positioning· Integrated marketing communications innovator· Customer experience expert· Positioning pioneer· Direct marketing missionary
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