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As the editor of Soundview Executive Book Summaries, which distills business books into 5,000-word recaps, Murray offers 17 such summaries of marketing books published in the last 15 years. It's arguably a narrow range for the best "of all time"—even with big names like Regis McKenna and Sergio Zyman on board. Each book summary begins with a quick summation, often making redundant the introductions written especially for the collection. And though the condensed versions manage to extract the key ideas from each text, some authors fare better than others. Faith Popcorn's unique voice survives compression, for example, much better than Seth Godin's does. The selected books are sequenced to suggest a broader argument that runs from connecting with customers to marketing in the 21st century, but the actual connections between the various works are largely unstated. Unless you're completely new to marketing research, chances are you've come across at least one of these books already, but Soundview's summaries are a good introduction for those with no background. (June)

Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

INTRoDUCTIoN

1．DIFFERENTIATE OR DIE by JackTrout with Steve Rivkin

2．LATERAL MARKETING by Philip Kotler and Fernando Trias de Bes

3．THE POPCORN REPORT by Faith Popcorn

4．RELATIONSHIP MARKETING by Regis McKenna

5．NETWORKING WITH THE AFFLUENT by Thomas Stanley

6．RELENTLESS by Johny K．Johansson and Ikujiro Nonaka

7．THE ONE TO ONE FUTURE by Don Peppers and Martha Rogers

8．UP THE LOYALTY LADDER by Murray Raphel and Nell Raphel

9．SCORING POINTS by Clive Humby and Terry Hunt with Tim Phillips

10．HOW TO DRIVE YOUR COMPETITION CRAZY by Guy Kawasaki

11．CROSSING THE CHASM by Geoffrey A．Moore

12．UNLEASHING THE KILLER APP by Larry Downes and Chunka Mui

13．THE ANATOMY OF BUZZ by Emanuel Rosen

14．PURPLE COW by Seth Godin

15．DON’T THINK PINK by Lisa Johnson and Andrea Learned

16．THE DISCIPLINE OF MARKET LEADERS by Michael Treacy and Fred Wiersema

17．RENOVATE BEFORE YOU INNOVATE by Sergio Zyman

INDEX

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书籍介绍

This book provides insightful summaries of seventeen classic marketing books. The cream of "Soundview Executive Book Summaries" offer advice in the art of trawling the how-to business manuals for the best of the best in one unmissable volume. Since 1978, "Soundview Executive Summaries" has offered its subscribers condensed versions of the best business and marketing books published each year. "Soundview's" summaries have won it acclaim as the definitive selection service for sophisticated business book readers. For the first time ever, "Soundview" is bringing together summaries of the 17 essential all-time marketing classics in a single volume. "The Marketing Gurus" also includes two all-new, previously unpublished summaries - "The Tipping Point" by Malcolm Gladwell and "Crossing the Chasm" by Geoffrey Moore. Other featured books include: "Positioning" by Jack Trout and Al Ries; "Kotler on Marketing" by Philip Kotler; "The Popcorn Report" by Faith Popcorn; "The Anatomy of Buzz" by Emanuel Rosen; "Purple Cow" by Seth Godwin; and, "Relationship Marketing" by Regis McKenna. "The Marketing Gurus" distils essential information from thousands of pages of marketing advice into less than 300, making it the ultimate one-stop reference for the inside knowledge no company can do without.