Giles Lury

The Marketing Complex

Why Modern Marketers Need to Manage Multiplicity

• Broschiertes Buch

Produktbeschreibung

Benefit from a unique examination of the over-simplification of marketing, and learn how to take a more multi-dimensional approach to branding.

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Produktdetails

• Verlag: Kogan Page Ltd
• Seitenzahl: 192
• Erscheinungstermin: 26. September 2017
• Englisch
• Abmessung: 234mm x 156mm x 11mm
• Gewicht: 302g
• ISBN-13: 9780749481124
• ISBN-10: 0749481129
• Artikelnr.: 47442003

Autorenporträt

Giles Lury is a Director of leading brand consultancy, The Value Engineers, and leading author on marketing. He has worked in advertising, market research, packaging design, corporate identity and brand consultancy. He specialises in brand positioning, brand architecture and innovation. Giles has won two IPA Advertising Effectiveness Awards and a gold award at the AMSO Research Effectiveness Awards.

Inhaltsangabe

Section
00: Introduction; Section
01: The siren call of simplicity; Section
02: A new brandscape; Section
03: An abdication of responsibility; Section
04: Proposition and positioning, marketing and branding; Section
05: The need to manage multiplicity; Section
06: A framework for managing multiplicity; Section
07: The 3Ps of brand philosophy: Purpose, principles and personality; Section
08: Going to market: Brand propositions; Section
09: A new marketing mindset; Section
10: Keeping it as simple as possible. but not any simpler; Section
11: What's next?;