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Positioning for Advantage – Techniques and Strategies to Grow Brand Value de Kimberly A. Whitler

Positioning for Advantage – Techniques and Strategies to Grow Brand Value

Autor Kimberly A. Whitler
en Limba Engleză Hardback – 11 oct 2021
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.
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Specificații

ISBN-13: 9780231189002
ISBN-10: 0231189001
Pagini: 280
Dimensiuni: 161 x 236 x 26 mm
Greutate: 0.5 kg
Editura: Columbia University Press

Notă biografică

Kimberly A. Whitler is the Frank M. Sands Sr. Associate Professor of Business Administration at the University of Virginiäs Darden School of Business. She has published in Harvard Business Review, Sloan Management Review, and a number of academic journals. She is a senior contributor to Forbes, having published more than 350 articles. She previously worked for companies including Procter & Gamble, Aurora Foods, David¿s Bridal, and PETsMART, holding positions such as general manager and chief marketing officer.

Cuprins

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