About this product: How can you be immensely successful for many years, and yet not be imitated by competitors? Impossible, you say. Not so. Virgin Atlantic, the Body Shop, Apple Computers, and Birkenstock they all achieved this status, and there are ample additional examples. They cracked the secret of successful differentiation that is not imitated and are adored by customers who think that they are incomparable. Dr. Dan Herman calls it an Unfair Competitive Advantage. It's not at all unethical. Everyone has a fair chance of attaining such an advantage including, every reader of this book.
There is a secret to successful differentiation that is not imitated. It is a psychological secret that has to do with the way your competitors think. Most marketers today are MBA graduates who tend to think and operate in typical and predictable ways - you might call them MBA Clones. You can take advantage of their biases and outsmart them. In this groundbreaking book, Dr. Dan Herman not only reveals the secret of successful differentiation that is not imitated but also supplies you with a comprehensive set of practical rules and tools that will enable you to make an unfair advantage your reality.
Dr. Herman, a competitive strategy consultant with vast global experience, a seasoned CMO in a large corporation, a branding professional and a businessman, does not tell you to 'think out of the box' as so many do he provides you with a new and comprehensive toolbox for success.
You'll learn:
-- The secret of successful differentiation that is not imitated -- How to scan methodically for both strategic and tactical opportunities for success -- How to integrate a business model, a competitive strategy and a brand concept to create a unitary 'unique success formula' for your company -- How to create marketing hits short meteoric successes -- How to use electrifying marketing, just-on-desire branding and the brand drama approach to build emotionally powerful brands, and many other useful additions to your profit-generating arsenal of concepts and methods.
Using a plethora of examples from top businesses around the world, Dr. Herman offers a business oriented-point of view that is fresh and different, and even humorous at times. Even though this book will turn your thinking inside out, everything in it is practical and easily applicable in any kind of business.
About this product: Want to reach consumers in innovative ways? Guerilla Marketing For Dummies is packed with guerilla tactics and trade secrets for marketing your products or services like never before. From re-imagining existing marketing platforms to mastering trailblazing methods, you’ll create a cost-effective game plan for getting your customers’ attention and keeping it!
This savvy, hands-on guide explains what guerilla marketing is, who does it, and why. You’ll learn how it can take your brand to new heights as you start thinking like a guerilla, brainstorming, collaborating, and refining ideas for an exciting, non-traditional marketing program. The real fun starts when you build a winning team and take your message to the streets, executing attention-grabbing publicity stunts and creating unforgettable events. You’ll find out when it pays to work with the big-gun guerilla-marketing firms and how to launch your own low-cost campaign. Discover how to:
Reach customers wherever they are
Develop a cohesive guerilla-marketing campaign
Capitalize on the hottest trends
Cut through the constant marketing clutter
Make products and brands stand out
Use buzz, viral, grassroots, and experiential marketing
Write a great press release
Create opportunities for partnership and tie-ins
Find budget-friendly ways to go guerilla
Build a powerful online presence
Work with existing contacts, publicists, and the press
You can enter the guerilla jungle and emerge with the lion’s share of the sales! Let Guerilla Marketing For Dummies show you how.
About this product: This digital document is an article from Bank Marketing, published by Bank Marketing Assn. on September 1, 1999. The length of the article is 669 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details Title: Alternative Banking.(Column) Author: Kevin Sheridan Publication:Bank Marketing (Magazine/Journal) Date: September 1, 1999 Publisher: Bank Marketing Assn. Volume: 31 Issue: 9 Page: 5
About this product: This book on the treatment of the case studies concept has two parts. In Part One, the student is provided with a framework for the analysis and eventual presentation of the material which enables much of the essential preparatory work in case study analysis to be completed before the classroom discussion.
In Part Two, 27 up-to-date cases offer the range of marketing problems those of small companies and large multinational enterprises; service, industrial and consumer-based companies; and issues such as the introduction of new products, the definition of pricing, the organization of the media plan and the choice of distribution channels. The cases range in their degree of complexity.
About this product: This digital document is an article from Journal of Small Business Management, published by International Council of Small Business on April 1, 1991. The length of the article is 4970 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details Title: Non-tariff barriers and entry strategy alternatives: strategic marketing implications. Author: Earl Naumann Publication:Journal of Small Business Management (Refereed) Date: April 1, 1991 Publisher: International Council of Small Business Volume: v29 Issue: n2 Page: p60(11)
About this product: This digital document is an article from Black Enterprise, published by Thomson Gale on August 1, 2005. The length of the article is 637 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details Title: Media matters: consulting firm offers affordable marketing alternatives to small businesses.(MAKING IT)(TSG Consulting Inc.) Author: Bridget McCrea Publication:Black Enterprise (Magazine/Journal) Date: August 1, 2005 Publisher: Thomson Gale Volume: 36 Issue: 1 Page: 51(1)
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