Gurus on Marketing

Gurus on Marketing

Gurus on Marketing

Gurus on Marketing

Excerpt

Gurus are management thinkers who have made significant impact on the way management is practised. The word 'guru' is a Hindi word which originates from Sanskrit. It means a teacher and a guide in spiritual matters but in a management context it means a recognised leader in the field.

My first face-to-face encounter with management gurus came at Management Centre Europe in Brussels. I became Head of the so-called Guru Division. In fact it was formally called Top Management Division. However, as my predecessor was Shafiq Naz, an Asian from Pakistan and as I, another Asian, succeeded him, it began to be called the Gurus Division — maybe because it was thought that being Asians we would recognise Gurus when we see them!

I was privileged to stage and be 'at the feet of management gurus' including Peter Drucker, Michael Porter, Igor Ansoff, Philip Kotler, Rosabeth Moss Kanter, Gary Hamel, George Day, Tom Peters, Peter Senge, Henry Mintzberg, CK Prahalad, Jagdish Sheth and Tom Nagle, to name but a few.

From my contact I have selected nine gurus (the only guru I have not personally met is Theodore Levitt) and examined their influence in the field of marketing. The insights and methods of the gurus can make a big difference to the way organisations are managed.

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