Conversations with Marketing Masters: Amazon.co.uk: Laura Mazur, Louella Miles: Books

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

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

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5.0 out of 5 stars Talking with the marketing gurus, 28 Feb 2007

By	G. Davies (UK) - See all my reviews (REAL NAME)

Imagine being able to chat to a dozen of the world's leading thinkers in marketing and you have `Conversations with Marketing Masters' by Laura Mazur and Louella Miles. They asked gurus from Philip Kotler to Don Schultz about this `sometimes infuriating discipline' and first about their professional histories. Interestingly few had received formal training in marketing. Kotler had been an economist; Regis McKenna a philosopher; Don Peppers an astronautical engineer and Martha Rogers came from a liberal arts background. But a common theme did emerge when they talked about the marketing discipline. They saw the area as having moved from being `devoid of any scientific basis' (Kotler) to where marketing can now be labelled as a technology (McKenna). John Quelch was one of few to suggest a `combination of left and right brain thinking', creativity as well as discipline in being a successful marketer. A picture emerged of the modern marketer as technologist, trained on marketing simulations such as Markstrat from Jean-Claude Larreche. The poor marketer was one constantly adopting new fads and demanding higher budgets.

Most emphasised the need to start with an understanding of the customer with key success factors being relevance to the customer and differentiation (David Aaker). Al Ries and Jack Trout not surprisingly offered similar insights with Ries using Volvo as an example of successful positioning, a car brand associated with safety in customers' minds without necessarily scoring well for safety in the opinion of the insurance industry. Trout emphasised specialisation, `being very very good at one thing and then owning it in the mind of your customers'.

Many were concerned about the future for marketing, wondering where the new ideas were coming from, implying that these were few and far between. Ries pointed to Fortune magazine's decision not to include any marketing books in their choice of the best business books. There were some interesting insights into direct marketing and the use of the Internet from Lester Wunderman but very little comment on the rise of retailer power and what to do about it. There was no contrast between the corporate branding of many retailers in their marketing of own brands with the more expensive marketing models of the consumer brand doyennes of the last millennium.

The book will interest marketing practitioners and academics alike. A good read when you have the time and space to reflect on where marketing has travelled from and where it may be heading.

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4.0 out of 5 stars insights for the lay person, 21 Jun 2007

By	V. Ridgman (London) - See all my reviews (REAL NAME)

Conversations with Marketing Masters has as much to offer the lay person as it does to the marketing professional. The authors' approach to their interviewees is one that guarantees a wide-ranging view of the topic. In focusing on the professional journeys their subjects have taken as well as their current perspective on marketing we are given a fascinating insight not only into the discipline of marketing, but also into the recent evolution of commerce itself. The inclusion of the personal dimension is also valuable (not to mention interesting), revealing how much this discipline has been shaped by powerful personalities.

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5.0 out of 5 stars A must read for marketers, 2 May 2007

By	Jim Marshall (UK) - See all my reviews

Interesting collections of views across a range of marketing disciplines . Though the subjects are mainly American and the format of the interviews is slightly formulaic it has generated a comprehensive and diverse range of opinions and experiences from the world of marketing . For me , the Al Ries interview contains some of the most interesting observations e.g. 'All of life is perception' . Also his slightly irreverent style ('I don't just assume that because they're chief executive they know more than I do') is how we would all like to be. The interviews with Philip Kotler, David Aaker and Lester Wunderman deliver similarly thought provoking material .
Does the book overall tell you things that you might not know ? Probably not, or in any great volume at least . There are some valuable case histories but generally its more about providing views on how marketing has developed historically and what the issues will be for the future . Therefore thought provoking and worth investing the time to read/think about it , even if you just carry it in your brief case and dip in and out of it .

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