Competitive Positioning: Best Practices for Creating Brand Loyalty - Softcover

Czerniawski, Richard D.; Maloney, Michael W.

 
9781587769146: Competitive Positioning: Best Practices for Creating Brand Loyalty
Softcover
ISBN 10: 158776914X ISBN 13: 9781587769146
Verlag: NETSOURCE DISTRIBUTION, 2010

Inhaltsangabe

It takes healthy brands to succeed in today s chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an age of sameness, where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and/or enhanced features is not enough to win customers and create loyalty. It s high time to move beyond product marketing to embrace brand marketing. COMPETITIVE POSITIONING - BEST PRACTICES FOR CREATING BRAND LOYALTY empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand a brand that will connect emotionally with the heart, and remain uppermost in your customers minds. Step by step, you ll learn best practices that will enable you to develop a competitive positioning.

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Über die Autorin bzw. den Autor

Richard Czerniawski is the founder of Brand Development Network International. His client experiences include key marketing positions with Procter & Gamble, Johnson & Johnson, Richardson-Vicks, and the Coca-Cola Company (where he served as Director of Marketing for all soft drink brands in the United States). He has held every position in marketing from Brand Assistant to Chief Marketing Officer to General Manager to Board Director of a start-up company in the natural healthcare category. Michael Maloney (Mike) is a Managing Partner with Brand Development Network International. Mike has held key marketing positions with Procter & Gamble, the Coca-Cola Company, Tropicana Products, and PepsiCo. At Frito-Lay, he served as Vice President of their "Salty Snack" portfolio; he also served as the General Manager of their overall snack operations in the Northeast and Midwest territories of the U.S. And, with PepsiCo Foods International, he led their worldwide marketing team.

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Verlag
NETSOURCE DISTRIBUTION
Erscheinungsdatum
2010
Sprache
Englisch
ISBN 10 
158776914X
ISBN 13 
9781587769146
Einband
Tapa blanda
Anzahl der Seiten
317
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar