Cover image for How to think like the world's greatest marketing minds
How to think like the world's greatest marketing minds
Turner, Marcia Layton.
Personal Author:
Publication Information:
New York : McGraw-Hill, [2001]

Physical Description:
xvii, 190 pages ; 21 cm.
Format :


Call Number
Material Type
Home Location
Item Holds
HF5415 .T774 2001 Adult Non-Fiction Central Closed Stacks

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They are the men and women whose strategies continue to define industries, set trends, lead companies, and make millions. And now, for the first time, the secrets behind their extraordinary successes are being revealed to the rest of us. Here, finally, are the detailed blueprints of their winning strategies-strategies you and your organization can learn from, adapt, and immediately use to your own advantage, no matter what your industry.

Each volume in The Leader's Edge Series illuminates it particular area of business expertise, from new media growth and innovations in information technology to state-of-the-art marketing and Wall Street wizardry. Highlighting the origins and theory behind each winning strategy, the series shows readers exactly how to customize and apply the strategies in their workplace.

Full of fascinating quotes, anecdotes, little-known facts, and expert analyses of such iconic figures as Bill Gates, Martha Stewart, David Ogilvy, William Hewlett, and Steve Jobs, this practical and inspiring new series promises to equip every reader with the invaluable Leader's Edge.

In today's world of colossal consolidation and mega-mergers, business success relies more than ever upon ingenious branding methods, top-notch publicity schemes, and cutting-edge marketing plans to insure that one's organization stands out above all others. And the icons profiled in this invaluable book of business lessons are the undisputed masters of "stand-out" marketin

Table of Contents

Herb KelleherPhilip KnightMadonnaMartha StewartSergio ZymanSeth GodinPhilip KotlerJay Conrad LevinsonRegis McKennaGeoffrey MooreDon Peppers and Martha Rogers, PhD
Prefacep. xi
Part 1 Guru Doersp. 1
Chapter 1 Unconventional Antics Build A Leading Airlinep. 3
Chapter 2 The Man Behind the Swooshp. 21
Chapter 3 Marketing the Material Girlp. 37
Chapter 4 Marketing the Art of Livingp. 51
Chapter 5 The Aya-Cola of Coca-Colap. 65
Part 2 Guru Thinkersp. 81
Chapter 6 Information Age Marketerp. 83
Chapter 7 Marketing Professorp. 101
Chapter 8 Guerrilla Gurup. 117
Chapter 9 The Never-Satisfied Marketing Pioneerp. 135
Chapter 10 The Pied Piper of High-Tech Marketingp. 151
Chapter 11 The Dynamic Duo of CRMp. 167
Indexp. 185