The purpose of this book is to offer compelling insights into marketing today by bringing together the collected wisdom of the world’s most influential marketing gurus. Each has agreed to give a structured interview, based on a series of carefully designed questions to provide continuity and ensure that results provide new insights and reflections rather than a recycling of what the interviewee has previously said or written. Since the authors are both professional business writers, the finished interviews are sure to read smoothly, cogently and without jargon. The interviews cover a wide range of key marketing issues as well as provide cutting edge thinking as a basis for shaping the future. It contains both general views and thoughts on where specific companies have taken the right – and wrong – approaches. The authors also explore why and how each interviewee came to realize the time was ripe for whatever concept they are now associated with – for example Don Peppers and One-to-One Marketing, Seth Godin and Permissions Marketing, and Michael Willmott and Corporate Social Responsibility in marketing.