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The Marketing Gurus
Chris Murray
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eBook - ePub
The Marketing Gurus
Chris Murray
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About This Book
This indispensable guide to classics of marketing strategy, summarizing the lessons of seventeen of the most influential titles in the field. The featured books include: Crossing the Chasm by Geoffrey Moore
The Popcorn Report by Faith Popcorn
The Anatomy of Buzz by Emanuel Rosen
Purple Cow by Seth Godin
Relationship Marketing by Regis McKenna
Don't Think Pink by Lisa Johnson and Andrea Learned
Renovate Before you Innovate by Sergio Zyman The Marketing Gurus distils thousands of pages on branding, promotion, publicity, advertising and more into easily digestible summaries, revealing the wisdom that made them into classics.
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Index
AAdvantage program, 7, 129
Ace Hardware, 163
Advertising
ad creation tips, 213
creativity, benefits of, 7
Japanese-style, 95
media outlets for, 118–20
timing of, 224
word-of-mouth combined with, 213
Aeron chair, 225, 243
African American women, as market, 244
Aging, down-aging trend, 38
Airborne Express, 260
Airline industry
differentiation, failure of, 7
price advantage example, 9
Amazon.com, 196, 208
American Airlines, 7, 129, 164, 263
American Express, 108
Apple Computer, 10, 53, 54, 58, 62, 149–50, 157–58, 263
Asian American women, as market, 244–45
AT&T, 256
Attribute ownership, and differentiation, 11–12
Avis, 55
Baby boomers
down-aging trend, 38
women, 241
Barbie dolls, 25
Barnes & Noble, 196
Bayer, 28
Belgian Shoes, 37
Birkenstock, 206
Black & Decker, 161
Blue Mountain, 212
Boomerang principle, 124
Bounce back, 121
Brain, male/female differences, 237–38
Brand loyalty
building, steps in, 159–61
and women, 246
Brands
hot-branding trend, 42
self-cannibalizi...