- Presents fascinating original research comparing the websites and social media feeds of over 30 organizations from various sectors, proving how consumers are dealing with a 'sea of sameness' with many of them saying the same thing
- Offers a clear, seven-step, values-based framework that will help organizations break away and differentiate themselves from the competition
- Helps companies identify the exact capabilities, attitudes and behaviours that need to be adjusted to escape the 'herd instinct', enabling them to meet consumers' needs more effectively, and therefore stand out from the competition
- Helps organizations create differential value for their customers, by re-focusing on the consumer and the kinds of solutions they want, rather than the kinds of solutions the organization has traditionally offered
Stand-out Marketing
How to Differentiate Your Organization in a Sea of Sameness
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.
Key features at a glance
EAN: 9781789664829
Edition: 1
Published:
Format: 235x158
264 pages
About the book
"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.
About the authors
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.
Based on highly credible, thorough research, this pragmatic book deals with an age-old problem of how to give customers something of stand-out value that they are prepared to pay for. I commend it to you.
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