An informed and incisive one stop resume 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 Kermally 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.