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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010019105 | HF5415 B62 2003 | Open Access Book | Book | Searching... |
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Summary
Summary
Discusses the newest marketing concepts. The Guru name is synonymous with expert, candid advice. The Guru format provides an easy reference to a wide range of ideas and practices.
Author Notes
JOSEPH H. BOYETT (joe@jboyett.com) is cofounder of Boyett & Associates (www.jboyett.com), a consulting and research firm specializing in helping companies implement state-of-the-art management and organizational practices. He has been a consultant to a number of Fortune 500 companies, including IBM, British Petroleum, Merck, EDS, and BellSouth. Dr. Boyett is the author of numerous books, including Workplace 2000, and Beyond Workplace 2000, as well as the Wiley titles The Guru Guide(TM), The Guru Guide(TM) to the Knowledge Economy, and The Guru Guide(TM) to Entrepreneurship.
JIMMIE T. BOYETT (jimmie@jboyett.com) is cofounder of Boyett & Associates (www.jboyett.com). She is the coauthor of six books, including The Guru Guide(TM), The Guru Guide(TM) to the Knowledge Economy, The Guru Guide(TM) to Entrepreneurship, and Beyond Workplace 2000. Boyett is a recognized expert on business process reengineering and the application of leading-edge information systems technology. Her clients have included Hartmarx, Brunswick Corporation, Burlington Industries, Methodist Hospitals, JP Stevens, and Southwestern Bell.
Table of Contents
| Introduction | p. vii |
| Chapter 1 The Future of Marketing | p. 1 |
| Chapter 2 All You Need Is a Brand | p. 39 |
| Chapter 3 All You Need Is Brand Management | p. 79 |
| Chapter 4 All You Need Is a Customer Relationship | p. 99 |
| Chapter 5 All You Need Is Customer Equity | p. 149 |
| Chapter 6 All You Need Is Buzz | p. 187 |
| The Gurus | p. 217 |
| Notes | p. 231 |
| Bibliography | p. 239 |
| Index | p. 247 |
