Dr Simon Kelly, Dr Paul Johnston, Stacey Danheiser

Stand-Out Marketing

How to Differentiate Your Organization in a Sea of Sameness

• Broschiertes Buch

Produktbeschreibung

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.

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Produktdetails

• Verlag: Kogan Page Ltd
• Artikelnr. des Verlages: 12706
• Seitenzahl: 264
• Erscheinungstermin: 29. Dezember 2020
• Englisch
• Abmessung: 233mm x 162mm x 17mm
• Gewicht: 408g
• ISBN-13: 9781789664829
• ISBN-10: 1789664829
• Artikelnr.: 58479290

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;