Simon Kelly, Paul Johnston, Stacey Danheiser

Stand-out Marketing (eBook, ePUB)

How to Differentiate Your Organization in a Sea of Sameness

• Format: ePub

Produktbeschreibung

"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition.

Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult.

On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 264
• Erscheinungstermin: 3. Dezember 2020
• Englisch
• ISBN-13: 9781789664836
• Artikelnr.: 60623796

Autorenporträt

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.

Inhaltsangabe

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;