Market Smarts: Proven Strategies to Outfox and Outflank Your Competition (Wiley Series on Business Strategy) - Tapa blanda

Reseña del editor

Marketing problems call for "situationally specific" solutions: what works when marketing jet engines may not work when marketing stockings. Yet there are common elements that cut across all industries and markets - key strategies for marketing success that all managers should know. "Market Smarts" is a lively, practical guide to the ten most essential and widely-applicable marketing strategies, from nichemanship and price leveraging to positioning and brand equity building. Each concept is explained and illustrated through anecdotes and case histories from a wide range of companies. Marketing lessons are distilled from real life - like Snap-On's use of unequalled service plan to sell tools at twice their competitors' prices, an Illinois publisher's "repositioning" of the Bible to create new sales, and other examples of solid and inspired marketing.