An informed and incisive... one stop r?sum? of the major
'gurus' who have had a critical influence on marketing
thinking and development. This is much more than just a
series of summaries, Sultan has worked directly with many
of the figures in this book. It's enabled him to
summarise, contrast and comment on the key concepts with
knowledge, depth and insight. He describes the key ideas
of each 'guru', places them in context and explains their
significance. He shows you how they've been applied in
practice, looks at their pros and cons and includes the
view of other expert writers. He ends each chapter with a
summary of key elements and lessons to take on board.
