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Positioning the Brand: An Inside-Out Approach by , paperback
US $9.05
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Located in: Interlochen, Michigan, United States
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Estimated between Tue, Apr 23 and Thu, Apr 25 to 43230
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eBay item number:115823184712
Item specifics
- Condition
- ISBN
- 9780415665193
- Publication Year
- 2012
- Type
- Not Available
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Positioning the Brand : an Inside-Out Approach
- Item Height
- 0.5in
- Item Length
- 8.4in
- Publisher
- Routledge
- Item Width
- 5.6in
- Item Weight
- 9.6 Oz
- Number of Pages
- 192 Pages
About this product
Product Information
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
Product Identifiers
Publisher
Routledge
ISBN-10
0415665191
ISBN-13
9780415665193
eBay Product ID (ePID)
99597572
Product Key Features
Publication Name
Positioning the Brand : an Inside-Out Approach
Format
Trade Paperback
Language
English
Publication Year
2012
Type
Not Available
Number of Pages
192 Pages
Dimensions
Item Length
8.4in
Item Height
0.5in
Item Width
5.6in
Item Weight
9.6 Oz
Additional Product Features
Lc Classification Number
Hf5415.15
Reviews
'At last, a book that takes the world as it is in reality: demand marketing is dead, dragging along in its demise all the marketing methods that were based on its wrong assumptions. In our post modern world desire is created by creative companies who have a strong identity, project, vision, values, and culture. Positioning must be inside-out, not outside-in.' Jean-Noël Kapferer, Professor at HEC Paris, France and author of The New Strategic Brand Management(Kogan Page, 2012) 'Exactly what the world of branding needs: a lucid and engaging book that demonstrates the virtue of an inside-out approach to positioning the brand.' Nicholas Ind, author of Living the Brand(Kogan Page, 2007), 'At last, a book that takes the world as it is in reality: demand marketing is dead, dragging along in its demise all the marketing methods that were based on its wrong assumptions. In our post modern world desire is created by creative companies who have a strong identity, project, vision, values, and culture. Positioning must be inside-out, not outside-in.' Jean-Noël Kapferer, Professor at HEC Paris, France and author of The New Strategic Brand Management (Kogan Page, 2012) 'Exactly what the world of branding needs: a lucid and engaging book that demonstrates the virtue of an inside-out approach to positioning the brand.' Nicholas Ind, author of Living the Brand (Kogan Page, 2007)
Table of Content
1. Introduction 2. Corporate Identity (Step 1) 3. Brand Architecture (Step 2) 4. Target Group Analysis (Step 3) 5. Competitor Analysis (Step 4) 6. Choosing a Market Position (Step 5)
Copyright Date
2011
Target Audience
College Audience
Topic
Marketing / General, Consumer Guides, General, Strategic Planning
Lccn
2011-013949
Dewey Decimal
658.8/27
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics, Référence
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:115823184712
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Item location:
Interlochen, Michigan, United States
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| Shipping and handling | To | Service | Delivery*See Delivery notes |
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| Free shipping | United States | Economy Shipping | Estimated between Tue, Apr 23 and Thu, Apr 25 to 43230 |
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Item exactly as described and was packaged in plastic bag, which saved it from rain damage. Seller was responsive to my questions, and item came quickly. I would do business with this seller again.
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Fantastic book for a very good price. Seller shipped book quickly and came in before expected date in a well packed mailer. Book was as described; in excellent quality with little to no damage or markings and will be a return customer! Thanks again :-)