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Acknowledgements. <p>About the Authors.</p> <p>Introduction.</p> <p>1 Philip Kotler: The founding father.</p> <p>2 David Aaker: Brand equity trailblazer.</p> <p>3 Jean-Claude Larreche: Marketing strategy master.</p> <p>4 Regis McKenna: The technology visionary.</p> <p>5 Don Peppers and Martha Rogers: The one-to-one gurus.</p> <p>6 John Quelch: Global marketing authority.</p> <p>7 Al Ries: Pioneer of positioning.</p> <p>8 Don Schultz: Integrated marketing communications innovator.</p> <p>9 Patricia Seybold: Customer experience expert.</p> <p>10 Jack Trout: Positioning pioneer.</p> <p>11 Lester Wunderman: Direct marketing missionary.</p> <p>Index.</p>

"…a treasure-trove for the marketer and anybody else interested in the dynamics of how and why some things sell" <i>(Gulf Business,</i> March 2007)

<b>Laura Mazur</b> is a business writer and partner in Writers 4 Management, a professional writing firm. She has been a business journalist since 1978 and was editor of the UK’s <i>Marketing</i> magazine from 1986 to 1989. She has written for a range of publications, including a weekly column for <i>Marketing</i> magazine for five years, and is also the author of management guides on international marketing and communications published by the Economist Intelligence Unit and Financial Times Reports. <br /> Since they formed Writers 4 Management in 2004, she and her business partner, Louella Miles, have worked with a range of organizations and individuals, including writing white papers, running writing training courses, and acting as ghost writers/editors on a number of books. An economics graduate of Smith College in the USA, she also has an MA from the University of London in Soviet studies. <p><b>Louella Miles</b> is a business writer, and Laura’s partner in Writers 4 Management. She started in consumer journalism in 1976, with the Consumers’ Association, before moving over to business writing in 1980. She was managing editor of <i>Marketing</i> magazine through the mid to late 1980s. Her portfolio includes management reports on topics as diverse as corporate reputation and sponsorship, published by <i>Management Today</i> and <i>International Marketing Reports</i> respectively. She has also, for the past seven years, edited a weekly media newsletter, and produces a range of titles on qualitative research.</p>

<i>Conversations with Marketing Masters</i> offers compelling insights into marketing today by gathering the collected wisdom of our era’s most influential thinkers, each of whom has given a structured interview to the authors. Covering a wide range of current issues and illustrating key concepts with real-world examples of success and failure, these conversations offer leading-edge thinking as a basis for shaping the marketing future. <p>Introducing the <b>Marketing Masters</b>…</p> <ul> <li> Philip Kotler</li> <li>David Aaker</li> <li>Jean-Claude Larreche</li> <li>Regis McKenna</li> <li>Don Peppers</li> <li>Martha Rogers</li> <li>John Quelch</li> <li>Al Ries</li> <li>Don Schultz</li> <li>Patricia Seybold</li> <li>Jack Trout</li> <li>Lester Wunderman</li> </ul>

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