Get to aha! : discover your positioning DNA and dominate your competition /

Presenting a clear; step-by-step framework that will help you determine your companys precise position in the marketing landscape; this book will show you how to create a branding and marketing strategy that will build market momentum and crush the competition. --

Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Cunningham, Andrea (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: New York : McGraw-Hill Education, [2018]
Temas:
Marketing.
Marketing
marketing.
BUSINESS & ECONOMICS > Marketing > General.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Cover
  • Title Page
  • Copyright Page
  • Dedication
  • Contents
  • Foreword
  • Preface
  • Part I: The Principles of Positioning
  • 1: Great Marketing Starts with Great Positioning
  • 2: Core DNA Matters
  • 3: Genetic Testing
  • The DNA Test
  • The Genotype Test
  • 4: The Six Cs of Positioning
  • 5: Positioning and>Message Architecture
  • 6: Activation
  • 7: Genetic Engineering
  • 8: Cutting-Edge Revolutions
  • Part II: Aha! in Action: The Practice of Positioning
  • 9: Tile: Delivering Peace of Mind
  • 10: BuildingConnected: Cutting Through the Noise
  • 11: Addepar: Weapon of Choice
  • 12: Synaptics: The Human Interface Revolution
  • 13: Retrotope: The Next Big Thing
  • 14: OpenGov: Charisma in Action
  • Conclusion
  • Acknowledgments
  • Index

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