The Marketing Gurus

Chris Murray

• Éditeur: Atlantic Books
• Année: 2016
• ISBN:
  9781786490056
• Sujet: Business
• Sous-sujet: Business General

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.

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...