Stand-out Marketing : How to Differentiate Your Organization in a Sea of Sameness

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Stand-out Marketing : How to Differentiate Your Organization in a Sea of Sameness

Kelly, Simon/ Johnston, Paul/ Danheiser, Stacey

ウェブストア価格 ¥9,323（本体¥8,476）
Kogan Page Ltd（2020/12発売）
外貨定価 US$ 45.99
ポイント 84pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 264 p.
言語 ENG
商品コード 9781789664829
DDC分類 658.8

Full Description

"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.

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;