Making a difference in marketing : the foundation of competitive advantage
Author(s)
Bibliographic Information
Making a difference in marketing : the foundation of competitive advantage
（Routledge focus）
Routledge, 2017
- : hbk
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
Establishing a difference is the lynchpin of marketing. It can be achieved in many ways. The results can be magical and powerful: such as increasing, with little expense, the price of a little regarded fish from GBP0.15 a kilo to GBP1.00. As with many other disciplines which have great value, this potency has often resulted in the discussion of marketing being prey to increasing complexity. This frequently intimidates those marketing could help. Often it is due to the touting of supposedly new paradigms, given plausibility by conveniently invented metrics, and an emphasis on the rational and conscious over the emotional and unconscious, despite the latter aspects appearing to be the basis for much choice.
This imbalance has been highlighted by recent insights from psychology, neurology and behavioural economics. Rather than simply embracing these advances, the focus of marketing has been on additional layers of intricacy and a weighting of emphasis towards means of communication, further distancing marketing from its base.
This book aims to cut through to the pivotal role of differentiation, illustrated by case histories and the advances in the related fields referred to, particularly the work of psychologists such as Daniel Kahneman. Unlike much writing on marketing, it has tried to follow Einstein's advice to be "as simple as possible, but no simpler".
Table of Contents
Table of contents:
Introduction
Context: The Foundation of Differentiation 9
The Intrinsic: The Inner Strength of Differentiation 15
Telling a Unique Story 25
It's not Reality that needs to be Different but Perceptions 34
The Power Behind Words 41
Visual Differentiation 50
Differentiation Comes in Many Forms 55
The Audacity of Simplicity 65
The Light which Difference Brings to Marketing 77
by "Nielsen BookData"
