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Positioning for Advantage
Techniques and Strategies to Grow Brand Value
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Kimberly A. Whitler
Language:
English
Published/Copyright:
2021
About this book
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.
Author / Editor information
Kimberly A. Whitler is an assistant professor at the University of Virginia’s Darden School of Business. She is a senior contributor to Forbes and has published in Harvard Business Review, Sloan Management Review, and a number of academic journals. She previously worked for companies including Procter and Gamble, Aurora Foods, David’s Bridal, and PETsMART, holding positions such as general manager and chief marketing officer.
Reviews
Claudio Alvarez, Baylor University:
Whitler not only fills the theory-practice gap in marketing strategy with a hands-on focus on building marketing skills around key tools, but goes beyond descriptions to guide readers on broader applications for later use in corporate life.
Whitler not only fills the theory-practice gap in marketing strategy with a hands-on focus on building marketing skills around key tools, but goes beyond descriptions to guide readers on broader applications for later use in corporate life.
Topics
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Frontmatter
i -
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Contents
v -
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Acknowledgments
vii - Introduction and Organizing Framework
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1 The Marketing Impact Framework
3 - Marketing Strategy Tools
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2 The Positioning Concept
19 -
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3 The Brand Essence Statement
41 -
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4 Strategy Map Types
73 - Bridging Tools—From Strategy to Implementation
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5 The Strategic Marketing Plan
99 -
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6 The Creative Brief
121 - Marketing Plan Tools
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7 The Marketing Technology Blueprint
153 -
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8 Key Opinion Leader and Influencer Mapping
166 -
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9 Brand Measurement Methods
179 - Pulling It Together
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10 Activating Brand Tools through Practice and Implementation
205 -
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Notes
229 -
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Index
239
Publishing information
Pages and Images/Illustrations in book
eBook published on:
September 8, 2021
eBook ISBN:
9780231548113
Pages and Images/Illustrations in book
Other:
69 figures and tables
eBook ISBN:
9780231548113
Audience(s) for this book
General/trade;
