This one-stop guide to the world’s most important writers on marketing expertly summarises all the key strategic concepts from the work and contribution of each of the leading thinkers in the field of this very important area.
Marketing is a key function within a business. This informed and incisive one-stop résumé of the major gurus who have had a critical influence on marketing thinking and development will bring you rapidly up to speed and offer you fresh ideas to improve your own business.

Sultan Kermally has worked directly with many of the figures in this book, including Peter Drucker, Philip Kotler and Michael Porter. This first-hand experience has enabled him to summarise, contrast and comment on the key concepts with knowledge, depth and insight.

By describing the key ideas of each guru, placing them in context and explaining their significance, he shows you how the concepts have been applied in practice. He looks at their pros and cons and includes the view of other expert writers to bring an in-depth knowledge to the subject.

By skilfully mixing relevant extracts from the gurus themselves with concise summaries and adding further context by interweaving these with contributions from strategy experts, such as Igor Ansoff and others, this becomes a must have resource.

The final chapter provides a valuable bonus with a checklist of gurus and strategic analytical tools.