Table of contents for The marketing gurus : lessons from the best marketing books of all time / Chris Murray and the editors of Soundview Executive Book Summaries.


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1. DIFFERENTIATE OR DIE by Jack Trout with Steve Rivkin    1
2 LATERAL MARKETING by Philip Koder
and Fernando Trias de Bes                               17
3. THE POPCORN REPORT by Faith Popcorn                    33
4 RELATIONSHIP M ARKETING by Regis McKenna                49
5. NETWORKING WITH THE AFFLUENT byThomas Stanley          65
6. RELENTLSS by Johny K. Johansson and Ikujiro Nonaka    81
7. THE ONE TO ONE FUTURE by Don Peppers and Martha Rogers  100
8. UP THE 1 OYALTY I ADDER by Murray Raphe and Neil Raphel  14
9. SCORING POINTS by Cihe Humby andTerry Hunt
vith Tim Phillips                                      132
10 HOW TO DRIVE YOUR COMPETITION CRAZY
by Guy Kawasaki                                        148
11. CROSSING THE CHASM by Geoffrey A. Moore               167
12 UNLEASHING THE KILLER APP by Larry Downes
and Chunka Mui                                         183
13, THE ANATOMY OF BUZZ by Emanuel Rosen                  200
14. PURPLE COW by Seth Godin                              216
15. DONT THINK PINK by Lisa Johnson and Andrea Learned    232
16. THE DISCIPLINE OF MARKET LEADERS
by Michael Treacy and Fred Wierserna                   249
17. RENOVATE BEFORE YOU INNOVATE by Sergio Zyman          266



Library of Congress subject headings for this publication: Marketing, Marketing Abstracts