Good writing. Good business

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Books

Conversations with Green Gurus brings together in one place the collective wisdom of some of the most influential environmental movers and shakers of our time. The interviews in this book will help businesses figure out what is presently going in terms of the environment and what they should be doing about what one of the Gurus calls ‘a planetary emergency’. The Green Gurus are: Ray Anderson, founder and chairman of Interface Inc , one of TIME Magazine’s ‘Heroes of the Environment’ James Cameron, founder, executive director and vice-chairman of Climate Change Capital (CCC) Paul Dickinson, CEO of the Carbon Disclosure Project John Elkington, founding partner and director of Volans, co-founder of SustainAbility, world authority of sustainable development and author of The Green Consumer Guide John Grant, author of The Green Marketing Manifesto, frequent conference speaker and prolific blogger Denis Hayes, president and CEO of The Bullitt Foundation, chair of the International Earth Day Network. Gary Hirshberg, president and CEO of Stonyfield Farm, the world's largest producer of organic yogurt Tony Juniper, former executive director of Friends of the Earth (FoE), environmental campaigner, author and commentator Professor Sir David King, director of the Smith School of Enterprise and the Environment at the University of Oxford and former Chief Scientific Adviser to the UK Government Amory B. Lovins, environmentalist, chairman and chief scientist of Rocky Mountain Institute Professor Wangari Maathai, environmental and political activist, Nobel Peace Prize Winner Ricardo Navarro, founder and director of the Salvadoran Centre for Appropriate Technology (CESTA), winner of the prestigious Goldman prize Dr Vandana Shiva, physicist, environmental activist and author Jeffrey Swartz , CEO of Timberland Worldwide Sir Crispin Tickell, diplomat, academic, environmentalist, author

This book sets out to offer some compelling insights into the often-controversial concept of marketing by assembling the collected wisdom of some of the world's most influential marketing gurus. Contributions range from reflections on their professional journeys to current views on the state of marketing today. It also offers their thoughts on where particular companies have taken the right or wrong – route to market. For instance, the interviews reveal: David Aaker's determination to use the concept of brand equity to put brands onto the strategic agenda. Philip Kotler's lifelong mission to dispel the myth that marketing contributes very little to company success in the long term. Jean-Claude Larreche's passion to raise the game in terms of marketing leadership and marketing excellence. Regis McKenna's marketing vision that launched some of the legendary names of Silicon Valley. How Don Peppers and Martha Rogers turned traditional marketing on its head by pioneering the idea of one-to-one marketing. John Quelch's quest to untangle the intricacies and research the benefits of global marketing. The journey made by Al Ries from the seminal concept of positioning to his modern take on focus and divergence. How Don Schultz's founding of integrated marketing communication led to his current emphasis on organisational alignment. Why Patricia Seybold's trailblazing work into the impact of interactivity has started a revolution in the way companies deal with their customers. Positioning co-founder Jack Trout's fervent belief that some of the biggest problems facing marketing today are Wall St and uninterested CEOs. Lester Wunderman's delight that the internet has brought to life his dream of true dialogue between consumers and advertisers.