The Guru Guide to Marketing: A Concise Guide to the Best Ideas from Today's Top Marketers

267 Pages·2002·1.58 MB·English

by  Joseph H. Boyett, Jimmie T. Boyett

™
The Guru Guide
to Marketing
™
The Guru Guide
to Marketing
A Concise Guide to the Best
Ideas from Today’s Top Marketers
Joseph H. Boyett
and
Jimmie T. Boyett
John Wiley & Sons, Inc.
Copyright © 2003 by Joseph H. Boyett and Jimmie T. Boyett. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Contents
Introduction vii
Chapter 1 The Future of Marketing 1
Chapter 2 All You Need Is a Brand 39
Chapter 3 All You Need Is Brand Management 79
Chapter 4 All You Need Is a Customer Relationship 99
Chapter 5 All You Need Is Customer Equity 149
Chapter 6 All You Need Is Buzz 187
The Gurus 217
Notes 231
Bibliography 239
Index 247
Introduction
Peter Drucker, the guru of all management gurus, once wrote that mar-
keting was the distinguishing, unique function that set businesses apart
from all other human organizations. As a businessperson, you know how
important the marketing function is to the success of any business. You also
know that marketing is in the throes of change. The Internet has altered the
dynamics of customer and business-to-business relations. Regardless of
medium, advertising doesn’t seem to work quite as well as it once did.
Once-strong brands seem to be less potent. Of course there is no shortage of
explanations for what is happening to marketing and advice for remedying
its ills. Amazon.com lists over 13,000 books on marketing and a search on
Google.com yields over 22 million Internet sites devoted to the topic.
Therein lies the problem.
If you are like most people, you simply have too much to do and too lit-
tle time to sift through hundreds of books, thousands of articles, and mil-
lions of web sites on marketing to uncover the latest trends and revelations.
Which books should you read? What articles could provide you with in-
sight into emerging marketing issues? Whose writings should you seek on
the Internet and in your library? Who are the leading authorities on brand
management, customer relationship management, and other hot marketing
topics? What advice do they give? How do the ideas of one authority com-
plement or conflict with those of another? You need a guide to answer your
questions. Congratulations: you have just found it.
This Guru Guide™ to Marketing has been designed to provide you with
a clear, concise, and informative digest of the best thinking about marketing
in the new global, high-tech world of business. You are holding in your
hands a highly opinionated but informative guide to ideas of the world’s top
marketers and marketing consultants. Like the original Guru Guide™
(Wiley, 1998), we have designed this guide to be more than just an
overview of current thinking. We go further to link and cross-link the ideas
to show where the experts agree and disagree. We show how the gurus’
ideas have evolved. Finally, we provide an evaluation of their strengths and
weaknesses.
vii
viii T H E G U R U G U I D E
OUR GURUS
In selecting our gurus, we began by making a list of established marketing
gurus, such Philip Kotler, who have dominated marketing thinking for
decades. Then, we went looking for the newcomers. We browsed the on-line
and off-line bookstores. We consulted the marketing journals, both popular
and academic. We cruised the Internet. We searched for those who were mak-
ing a splash with new marketing ideas. What journal articles and books on
marketing were people reading and talking about? Who did the popular
media—TV, radio, business periodicals—cite on emerging marketing issues?
Who was widely recognized as THE marketing authority? Who was being
quoted? Whose ideas were being discussed? Whose were being cussed?
Because the economy and marketing’s challenges have changed so dra-
matically in the last few years, we focused our search primarily on the most
significant books and articles that had been published over the last three
years. We checked the best-seller lists to see what people were reading, and
we asked our friends, clients, and associates to recommend people they
thought had unique marketing insights. We ultimately narrowed our list
down to the 62 gurus listed here.
David Aaker Marc Gobé Chuck Martin
Harry Beckwith Seth Godin Regis McKenna
Robert Blattberg Ian Gordon Mary Modahl
Neil H. Borden Sam Hill Adam Morgan
Marc Braunstein Robert Hisrich Frederick Newell
Darren Bridger Arthur Hughes Don Peppers
Kevin J. Clancy Erich A. Faith Popcorn
Steven Cristol Joachimsthaler Stan Rapp
Adam Curry Guy Kawasaki Frederick Reichheld
Jay Curry Duane Knapp Al Ries
David d’Alessandro Philip Kotler Laura Ries
Frank W. Davis Jr. Peter C. Krieg Martha Rogers
Scott M. Davis Chris Lederer Emanuel Rosen
George S. Day Katherine Lemon Roland Rust
Laura Day Edward H. Levine Bernd Schmitt
Frank Delano Jay Conrad Levinson Don E. Schultz
Gary Getz David Lewis Evan I. Schwartz
Malcolm Gladwell Karl Manrodt Peter Sealey
I N T R O D U C T I O N ix
Patricia Seybold Daryl Travis Fred Wiersema
Alex Simonson Jack Trout Valarie Zeithaml
Jacquelyn Thomas Lars Tvede Sergio Zyman
Our gurus are drawn from leading research and teaching centers such as
the Harvard Business School, the London Business School, the Wharton
School of the University of Pennsylvania, and the Kellogg Graduate School
of Management at Northwestern University. Our gurus also represent some
of the world’s largest and best-known management consulting firms, in-
cluding Forrester Research, and they include marketing pioneers in the
high-tech industry such as Seth Godin of Yahoo!
Our gurus are the best and/or most popular marketing writers and
thinkers. You won’t agree with everything they have to say—we don’t ei-
ther—but we are confident that they will stimulate your thinking, point you
in new directions, and challenge many of your best-loved assumptions
about what is wrong with marketing and how it can be fixed.
ORGANIZATION OF THE BOOK
We have designed this book to be your reference manual to the current chal-
lenges marketing faces. It is organized around key marketing issues. We
cover each issue in a separate chapter and present a summary of the best
thinking of a panel of gurus about that issue. We show where the gurus agree
and disagree. When our gurus offer different approaches—such as a different
sequence of steps to follow in addressing an issue or solving a problem—we
use tables, charts, and exhibits to illustrate the similarities and differences.
We have organized our gurus’ ideas into six chapters.
Chapter 1, The Future of Marketing, provides an overview of some of
the most critical challenges our gurus say marketers face today including
the increasing difficulty in creating relevant and distinctive product differ-
entiation, the impact of the Internet on consumer/business and business-to-
business relations, the declining effectiveness of advertising, and attacks on
traditional pricing schemes.
The five remaining chapters of The Guru Guide™ to Marketing cover
five different approaches our gurus offer to address marketing’s problems
and challenges.