Professor Kimberly A. Whitler

Positioning for Advantage

Techniques and Strategies to Grow Brand Value

• Gebundenes Buch

Produktbeschreibung

Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage.

Produktdetails

• Verlag: Columbia University Press
• Seitenzahl: 264
• Erscheinungstermin: 7. September 2021
• Englisch
• Abmessung: 237mm x 163mm x 22mm
• Gewicht: 520g
• ISBN-13: 9780231189002
• ISBN-10: 0231189001
• Artikelnr.: 59415291

Autorenporträt

Kimberly A. Whitler

Inhaltsangabe

Acknowledgments
Introduction and Organizing Framework
1. The Marketing Impact Framework
Marketing Strategy Tools
2. The Positioning Concept
3. The Brand Essence Statement
4. Strategy Mapping Methods
Bridging Tools-From Strategy to Implementation
5. The Strategic Marketing Plan
6. The Creative Brief
Marketing Plan Tools
7. The Marketing Technology Blueprint
8. Key Opinion Leader and Influencer Mapping
9. Brand Measurement Methods
Pulling It Together
10. Activating the Tools through Practice and Implementation
Notes
Index