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Positioning for Advantage: Techniques and Strategies to Grow Brand Value: New
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eBay item number:403223623158
Item specifics
- Condition
- Publication Date
- 2021-09-07
- ISBN
- 9780231189002
- Book Title
- Positioning for Advantage : Techniques and Strategies to Grow Brand Value
- Item Length
- 0.9 in
- Publisher
- Columbia University Press
- Publication Year
- 2021
- Format
- Hardcover
- Language
- English
- Illustrator
- Yes
- Item Height
- 0.1 in
- Genre
- Design, Business & Economics
- Topic
- Marketing / Industrial, Graphic Arts / Branding & Logo Design, Economics / General, Advertising & Promotion
- Item Width
- 0.6 in
- Item Weight
- 20.1 Oz
- Number of Pages
- 264 Pages
About this product
Product Information
Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive--that deliver on some important, relevant dimension better than other brands. These brands have typically achieved positional advantage. Yet few professionals have had the formal training that goes beyond marketing theory to bridge the "theory-doing gap"--understanding the specific techniques and strategies that can be used to create brands that attain positional advantage in the marketplace. Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage. Introducing seven tools--from strategic positioning concepts to strategy mapping to influencer maps--Whitler provides templates, frameworks, and step-by-step processes to build and manage growth brands that achieve positional advantage. This book presents real-world scenarios, helping readers activate tools to increase skill in creating brands that achieve positional advantage. Brimming with insights for students and professionals alike, Positioning for Advantage helps aspiring C-level leaders understand not only what superior branding looks like but also how to make it come to life.
Product Identifiers
Publisher
Columbia University Press
ISBN-10
0231189001
ISBN-13
9780231189002
eBay Product ID (ePID)
5050035283
Product Key Features
Book Title
Positioning for Advantage : Techniques and Strategies to Grow Brand Value
Format
Hardcover
Language
English
Topic
Marketing / Industrial, Graphic Arts / Branding & Logo Design, Economics / General, Advertising & Promotion
Publication Year
2021
Illustrator
Yes
Genre
Design, Business & Economics
Number of Pages
264 Pages
Dimensions
Item Length
0.9 in
Item Height
0.1 in
Item Width
0.6 in
Item Weight
20.1 Oz
Additional Product Features
Intended Audience
Trade
Lc Classification Number
Hd69.B7w45 2021
Reviews
Whitler not only fills the theory-practice gap in marketing strategy with a hands-on focus on building marketing skills around key tools, but goes beyond descriptions to guide readers on broader applications for later use in corporate life., Comprehensively detailed, well organized, thoroughly 'user friendly' in presentation, 'Positioning for Advantage: Techniques and Strategies to Grow Brand Value' is a complete DIY instructional guide and manual with respect to branding a service of product in today's highly competitive market places., Achieving positional superiority across product, packaging, communication, and go-to-market efforts are the keys to brand building and often category growth. The challenge is how to get there. Kimberly A. Whitler's book provides concrete strategies and examples that help the reader move beyond the 'what' to the 'how.' This is an essential read for any brand leader to increase their skills and move from insight to action. It's a great blend of academic research and practical know-how that I wish I had had in my library years ago., In my work with executives, I find a thought flow like this works best: concepts > tools that "work the concept" > examples or case studies > "now do this yourself." This helps move executives from conceptual understanding to developing skill, and Kim has done just that with this book. Each chapter introduces a concept and then presents tools and examples to help the reader understand how to apply the tools. Positioning for Advantage is a great way to bridge from academic concepts to practical tools and applications., In my work with executives, I find a thought flow like this works best: concepts > tools that "work the concept" > examples or case studies > "now do this yourself." This helps move executives from conceptual understanding to developing skill, and Whitler has done just that with this book. Each chapter introduces a concept and then presents tools and examples to help the reader understand how to apply the tools. Positioning for Advantage is a great way to bridge from academic concepts to practical tools and applications., Never before have we seen a time when purpose, authenticity, and value proposition for brands are so critical. Kimberly A. Whitler provides a wonderful roadmap for academics and CMOs alike as we navigate this new world. This is a must-read for anyone who hopes to build tomorrow's enduring brand., Positioning for Advantage is a valuable resource for B2B marketers. The customer-centric, market-centric approach to brand positioning described by Kimberly Whitler will help B2B marketers build powerful brands that will drive revenue growth., Never before have we seen a time where the purpose, authenticity and value proposition for brands is so critical. In her book, Dr. Whitler provides a wonderful roadmap for both academics and CMO's alike as we navigate this new world. This is a must read for anyway who hopes to build tomorrow's enduring brand., In my consulting, one of the biggest challenges I talk about with executives is how to drive growth. Most books on the topic tend to focus on big-picture conceptual ideas without clarity on "how to do work differently" to achieve success. Whitler's book is novel because she bridges the lofty conceptual ideas with specific skill-building tools that can help people become more proficient at "doing" marketing--all of which helps drive brand growth. It's a must read for anybody who wants to better understand how to create positional advantage for brands and businesses.
Table of Content
Acknowledgments Introduction and Organizing Framework 1. The Marketing Impact Framework Marketing Strategy Tools 2. The Positioning Concept 3. The Brand Essence Statement 4. Strategy Mapping Methods Bridging Tools--From Strategy to Implementation 5. The Strategic Marketing Plan 6. The Creative Brief Marketing Plan Tools 7. The Marketing Technology Blueprint 8. Key Opinion Leader and Influencer Mapping 9. Brand Measurement Methods Pulling It Together 10. Activating the Tools through Practice and Implementation Notes Index
Copyright Date
2021
Lccn
2020-056646
Dewey Decimal
658.827
Dewey Edition
23
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:403223623158
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| Shipping and handling | To | Service | Delivery*See Delivery notes |
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| Free shipping | United States | Standard Shipping | Estimated between Fri, Jun 14 and Thu, Jun 20 to 43230 |
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e***l (96)- Feedback left by buyer.
Past 6 months
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Super impressed with this seller! They had the best price by far for this book! Both the cost of the book and the shipping fee was far better than average! The book came exactly as described, it was well packaged and quite a bit earlier than expected! The seller was polite and replied quickly to my messages.
I’ll definitely make another purchase soon!
Thank you to the seller! Be safe and keep up the great work!
l***w (85)- Feedback left by buyer.
Past 6 months
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WONDERFUL book! Better than described, in just like new condition [not just good]. Packaged very carefully, shipped very securely. Great seller, would buy from again in a heartbeat! No communication occurred, but I imagine it would have been as good as the rest of their customer service. Very happy with purchase, thank you very much!
t***1 (90)- Feedback left by buyer.
Past month
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Excellent packaging, expedited shipping, great seller communication, and accurate photo representation. I'm very pleased to have received this graphic novel for a fair and competitive price. Brand new and sealed!! I would highly recommend and purchase from this reputable retailer again. Thank you 👍!
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