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Stand–out Marketing – How to Differentiate Your Organization in a Sea of Sameness

Autor Simon Kelly, Paul Johnston, Stacey Danheiser
en Limba Engleză Hardback – 3 dec 2020
"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition.

Stand-out Marketing
presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult.
On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.
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Specificații

ISBN-13: 9781789664843
ISBN-10: 1789664845
Pagini: 264
Dimensiuni: 165 x 240 x 25 mm
Greutate: 0.65 kg
Editura: Kogan Page

Cuprins

Chapter - 01: B2B organizations are stuck in a Sea of Sameness; Chapter - 02: Why does sameness happen in B2B marketing?; Chapter - 03: The V.A.L.U.E. competency framework - core competencies for B2B differentiation; Chapter - 04: The role of sales and marketing in B2B organizations - what is important?; Chapter - 05: The visionary - competencies for seeing the next competitive move; Chapter - 06: The activator - competencies for getting things done; Chapter - 07: The learner - competencies for staying in tune with your customers; Chapter - 08: Usefulness - competencies for becoming indispensable to your customers; Chapter - 09: The evaluator - competencies for making good decisions; Chapter - 10: Building a V.A.L.U.E. competency culture; Chapter - 11: Using V.A.L.U.E. competencies to stand out from your competitors;

Notă biografică


Descriere

Descriere de la o altă ediție sau format:
Presents original research documenting the size and nature of the 'sea of sameness' customers face, and delivers a framework of strategic marketing competencies to help organizations differentiate themselves and deliver value.