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Stand-out Marketing
How to Differentiate Your Organization in a Sea of Sameness
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Gewicht:
410 g
Format:
233x162x17 mm
Beschreibung:
Dr Simon Kelly is President of Shake Marketing, and was formerly Marketing Director (SVP) of British Telecom. He is also Senior Lecturer in Marketing at Sheffield Business School, and Lecturer in Marketing and Sales at University of York.Dr Paul Johnston is a senior lecturer in marketing and innovation at Nottingham Trent University.Stacey Danheiser is CEO and founder of Shake Marketing. She is also CEO and Course Creator for Customer Value Link.
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;
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.