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Author: James M. Beveridge
Publisher:
ISBN: 9780801971129
Category : Language Arts & Disciplines
Languages : en
Pages : 295
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Book Description
Describes a marketing system designed to create successful proposals by emphasizing a company's strengths, neutralizing its weaknesses, and appealing to the needs and emotions of the customer
Author: James M. Beveridge
Publisher:
ISBN: 9780801971129
Category : Language Arts & Disciplines
Languages : en
Pages : 295
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Book Description
Describes a marketing system designed to create successful proposals by emphasizing a company's strengths, neutralizing its weaknesses, and appealing to the needs and emotions of the customer
Author: Alan G. Lafley
Publisher: Harvard Business Press
ISBN: 142218739X
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
Explains how companies must pinpoint business strategies to a few critically important choices, identifying common blunders while outlining simple exercises and questions that can guide day-to-day and long-term decisions.
Author: April Dunford
Publisher:
ISBN: 9781999023003
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
You know your product is awesome-but does anybody else? Successfully connecting your product with consumers isn't a matter of following trends, comparing yourself to the competition or trying to attract the widest customer base. So what is it? April Dunford, positioning guru and tech exec, is here to enlighten you.
Author: Carla A. Harris
Publisher: Penguin
ISBN: 0147516544
Category : Business & Economics
Languages : en
Pages : 257
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Book Description
The author of Expect to Win offers essential career strategies for today’s economic climate Appointed by President Barack Obama to chair the National Women’s Business Council in 2013, Carla Harris knows that the working world isn’t what it used to be. Addressing these changes, Harris’s new book gives today’s readers the tools they need to get started, get “unstuck” from bad situations, redirect momentum, and position themselves to manage their career no matter what the economic environment or job market might be. Readers know Harris, and they trust her straightforward advice. With battle-tested, step-by-step strategies for every career stage, Strategize to Win will takes its place beside Expect to Win as a category classic.
Author: Graham Robertson
Publisher: Createspace Independent Publishing Platform
ISBN: 9781983625886
Category :
Languages : en
Pages : 228
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Book Description
"Beloved Brands is a book every CMO or would-be CMO should read." Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. "Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book." Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential.
Author: Richard Brookfield
Publisher: Acuity Business Consulting Limited
ISBN: 9781999927325
Category :
Languages : en
Pages : 114
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Book Description
Strategy & Positioning is a practical guide to the early stages of the competitive tendering process. This critical period is often overlooked, but offers contractors a unique opportunity to optimize their competitive position in advance of proposal preparation. Successive chapters cover activities from identification of a new business prospect through company positioning, customer engagement, strategy development and pre-qualification, to receipt of the Request for Proposal. Background information and explanatory text are combined with practical examples and templates, enabling readers to select and apply relevant principles and models within their own organizations.ABC SmartGuides are written for business professionals engaged in strategic, sales and commercial roles connected with company direction and business development. They are aimed primarily at projects and services organizations where competitive tendering is key to growth and survival. The principles will also apply to manufacturing companies competing for new business in B2B sectors.
Author: T. J. Tedesco
Publisher:
ISBN: 9780883622919
Category : Selling
Languages : en
Pages : 0
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Book Description
Author: Martin Reeves
Publisher: Harvard Business Review Press
ISBN: 1625275870
Category : Business & Economics
Languages : en
Pages : 281
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Book Description
You think you have a winning strategy. But do you? Executives are bombarded with bestselling ideas and best practices for achieving competitive advantage, but many of these ideas and practices contradict each other. Should you aim to be big or fast? Should you create a blue ocean, be adaptive, play to win—or forget about a sustainable competitive advantage altogether? In a business environment that is changing faster and becoming more uncertain and complex almost by the day, it’s never been more important—or more difficult—to choose the right approach to strategy. In this book, The Boston Consulting Group’s Martin Reeves, Knut Haanæs, and Janmejaya Sinha offer a proven method to determine the strategy approach that is best for your company. They start by helping you assess your business environment—how unpredictable it is, how much power you have to change it, and how harsh it is—a critical component of getting strategy right. They show how existing strategy approaches sort into five categories—Be Big, Be Fast, Be First, Be the Orchestrator, or simply Be Viable—depending on the extent of predictability, malleability, and harshness. In-depth explanations of each of these approaches will provide critical insight to help you match your approach to strategy to your environment, determine when and how to execute each one, and avoid a potentially fatal mismatch. Addressing your most pressing strategic challenges, you’ll be able to answer questions such as: • What replaces planning when the annual cycle is obsolete? • When can we—and when should we—shape the game to our advantage? • How do we simultaneously implement different strategic approaches for different business units? • How do we manage the inherent contradictions in formulating and executing different strategies across multiple businesses and geographies? Until now, no book brings it all together and offers a practical tool for understanding which strategic approach to apply. Get started today.
Author: Dave Scheiber
Publisher: Advance Ink Publishing
ISBN: 9780692487969
Category :
Languages : en
Pages : 290
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Book Description
Dewayne Staats marks his 40th year as a Major League Baseball broadcaster with POSITION TO WIN, a book that chronicles his amazing journey through America's pastime - a fascinating career working alongside some of baseball's all-time great announcers and calling some of the memorable moments of the game. Many Tampa Bay Rays fans may only know Staats as a Fox Sports/Sun Sports fixture, and the only television play-by-play man in the 18-season history of the Tampa Bay franchise. But in Position to Win: A Look at Baseball and Life from the Best Seat in the House. Staats reflects on his vast experiences in the booth that include: Being a partner with three Hall of Fame announcers: Gene Elston with the Houston Astros, Harry Caray with Chicago Superstation WGN covering the Cubs and Tony Kubek with the MSG Network doing the games of the New York Yankees, as well as working as a national baseball broadcaster for ESPN. Calling nine no-hitters (among them Nolan Ryan's record-breaking fifth and one of the game's most dramatic - thrown by New York's inspirational, one-armed star Jim Abbott). A total of nearly 6,000 MLB broadcasts, with the unique distinction of being the announcer to make the call the first two of the three times in major league history a player has homered for his 3,000th hit (Wade Boggs in 1999 and Derek Jeter in 2011). Dewayne has collaborated with veteran Florida-based author and national award-winning journalist Dave Scheiber (co-author of "Covert" and "Surviving the Shadows"). The result is a lively book that will appeal to anyone who loves baseball or enjoys an engaging success story with a message: How hard work, preparation and persistence helped position him to achieve a childhood dream and rise to the top of his profession. It's a universal lesson that can apply to everyone, no matter what a person's passion or pursuit in life may be.
Author: Blair Enns
Publisher:
ISBN: 9781999523503
Category : Advertising
Languages : en
Pages : 143
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Book Description
