Boyett J.H., Boyett J.T. The Guru Guide to Marketing: A Concise Guide to the Best Ideas from Today's Top Marketers

Wiley, 2002. - 252 pages.How can I differentiate my products from the competition?
Do customer retention and loyalty programs really work?
How do I increase a customer’s lifetime value to my company?
How can I build a strong brand and manage it wisely?To find the answers to these and scores of other questions, turn to the experts at the pinnacle of the profession–the gurus of marketing. They see tomorrow’s trends today, understand the new informed consumer, and are shaping the future of marketing. Now you can tap into their years of experience, gain insight from their wisdom, and learn from the mistakes they made on the way to the top. Read what they have to say about branding, buzz, product placement, and more. The Guru Guide to Marketing compiles the best thinking on modern marketing from the most noted names in the field to help your business and your products stand out from the pack. Like the other Guru Guides before it, this book offers cutting-edge advice that is objective, thought-provoking, and always practical.