Brand Is A Four Letter Word: Positioning And The Real Art Of Marketing
- Publish Date: 2012-04-15
- Binding: Hardcover
- Author: Austin McGhie
Attention: For textbook, access codes and supplements are not guaranteed with used items.
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with branding and instead focus on the real work of marketing: positioning. In fact, McGhie believes theres no marketing problem or opportunity that cant be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketers stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.
Drawing on his 30-year career working with some of worlds best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
We Also Recommend
Using Peachtree Complete 2012 For Accounting (With Data File And Accounting Cd-Rom)