Save today: Get 40% off Social Science print books or $30 off eBooks in Engineering & Energy!

Management for Professionals

Marketing Wisdom

Editors: Kompella, Kartikeya (Ed.)

Free Preview
  • Highlights new-gen ideas based on established principles
  • Enables readers to familiarize themselves with essential marketing concepts without reading an entire book on each topic
  • Presents the latest research, cases, examples, and lessons learned, prepared by respected thought leaders
see more benefits

Buy this book

eBook $59.99
price for USA in USD (gross)
  • ISBN 978-981-10-7724-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $74.99
price for USA in USD
  • ISBN 978-981-10-7723-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

This book represents the work of some of the contemporary world leaders in marketing. The contributors are authors of a set of path-breaking books on marketing. To ensure sufficient depth of coverage, the contributors have taken the essence of their earlier books and combined it with their latest understanding and cases.  This has served to enhance the content and put it in the readers’ current context. 

It is common knowledge that keeping pace with the growing application of marketing requires a novel approach. With new ideas and nuances being discovered every day, it has become a real challenge for marketers and students of marketing to keep up to date on important contemporary marketing concepts. Given its unique approach and thoughtful curation, this book presents readers with diversity of perspectives along with a unique depth of thinking.


About the authors

Kartik Kompella is the founder of Purposeful Brands, a brand consultancy based in India. He has run a column on Interbrand’s portal for nearly five years, and is a regular contributor of papers to WARC. Kartik has spoken at several international conferences on subjects as varied as Market Research, Cause Related Marketing (CRM) and Cause Related Branding. He has 26 years experience in advertising, CRM, brand consulting and marketing and wrote the books Building Brands Building Meaning & Applying The Branding Iron. He has edited two books on branding: ‘The Definitive Book of Branding’ (2014) and ‘The Brand Challenge’ (with Kogan Page, 2014). 

Reviews

“With Marketing Wisdom, Kartik Kompella has created an invaluable resource by tapping into some of the smartest and most experienced marketers around for insights and advice on the most critically important marketing topics today. Informative and inspiring, it belongs on every thoughtful marketer’s bookshelf – ideally within close reach!”

- Kevin Lane Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth College

“How better to distill the wisdom of leading thinkers on marketing than to ask award-winning authors to capture the essence of their thinking in a tight chapter. The result is a rich and rewarding source of ideas, concepts and insights into the fluid world of marketing. A valuable addition to the libraries of thoughtful marketers.”

- Professor George S. Day is the Geoffrey T. Boisi Professor Emeritus at the Wharton School of the University of Pennsylvania. 

 

"Very helpful compilation of basic and advanced thinking about marketing, a great resource for both practitioners and scholars"

- John A. Quelch, Dean, School of Business Administration, University of Miami

"This anthology is a must read and I truly enjoyed Philip Kotler's article on how positioning and differentiation can help brands deeply engage citizens"

- Prof. Diana Derval, author of "Designing Luxury Brands: The Science of Pleasing Customers' Senses" 

Table of contents (11 chapters)

Table of contents (11 chapters)
  • Extreme Trust: The Competitive Necessity of Proactive Trustworthiness

    Peppers, Don (et al.)

    Pages 1-16

  • Net Promoter Score and Its Successful Application

    Owen, Richard

    Pages 17-29

  • Focus on ROE (Return on Empathy) to Increase ROI

    Ingwer, Mark (et al.)

    Pages 31-45

  • How Leading Brands Deliver Marketing with Meaning

    Gilbreath, Bob

    Pages 47-60

  • Hidden in Plain Sight: How to Create Your Company’s Next Big Growth Strategy: 10 Years Later

    Joachimsthaler, Erich (et al.)

    Pages 61-80

Buy this book

eBook $59.99
price for USA in USD (gross)
  • ISBN 978-981-10-7724-1
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $74.99
price for USA in USD
  • ISBN 978-981-10-7723-4
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Loading...

Recommended for you

Loading...

Bibliographic Information

Bibliographic Information
Book Title
Marketing Wisdom
Editors
  • Kartikeya Kompella
Series Title
Management for Professionals
Copyright
2019
Publisher
Springer Singapore
Copyright Holder
Springer Nature Singapore Pte Ltd.
eBook ISBN
978-981-10-7724-1
DOI
10.1007/978-981-10-7724-1
Hardcover ISBN
978-981-10-7723-4
Series ISSN
2192-8096
Edition Number
1
Number of Pages
XIII, 171
Number of Illustrations
5 b/w illustrations, 9 illustrations in colour
Topics