Making a Difference in Marketing: The Foundation of Competitive Advantage

ISBN-13: 9781138036857 / Angielski / Twarda / 2017 / 96 str.

Jonathan Cahill

Opis

Establishing a difference is the lynchpin of marketing. It can be achievedin many ways, often not overtly competitive. The results are often both magical and powerful, such as changing the price of a little regarded fish from £0.05 a kilo to £1.00 at little expense. But, as with many other areas which have great value, this potency has resulted in marketing sometimes being shrouded in complexity. This book hopes to cut through these complexities and emphasise the pivotal nature of differentiation, based on the many cases histories cited and the advances in the related fields referred to, particularly the work of psychologists such as Daniel Kahneman.

O autorze

Jonathan Cahill has had extensive experience in advertising, research and marketing and successfully developed and marketed his own brand. He has previously written Igniting the Brand: Strategies which shot Brands to Success and Marketing Rethink: Reassessing the Roots, Practice and Diversions of Marketing. Jonathan provides consultancy through his company Z Limited, as well as writing articles which have been published in the UK and Australia on the marketing of wine. He is currently a lecturer in Marketing at the Westminster Business School.