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| offensive marketing book: Offensive Marketing J. Hugh Davidson, Warren J. Keegan, Elyse Arno Brill, 2004 A practical, proven, process-driven approach to marketing stratically, successfully, and creatively. |
| offensive marketing book: Even More Offensive Marketing Hugh Davidson, 1997 This is a guide to offensive marketing. Offensive marketing is a set of attitudes and methods that enable a company to innovate continually, to plan what is best for themselves rather than following competitors, and to respond to competitive moves by counter attack and not by imitation. |
| offensive marketing book: Even More Offensive Marketing J. Hugh Davidson, 1997 |
| offensive marketing book: Offensive Marketing, Or, How to Make Your Competitors Followers J. Hugh Davidson, Tony O'Reilly, 1987 |
| offensive marketing book: Even More Offensive Marketing Hugh Davidson, 1998-01-01 This is a set of consumer and profit orientated approaches which aim lead to winning strategies. The book aims to challenge traditional marketing methods and looks for new ways of reaching markets. It contains five key elements which are summarized as POISE - profitable, offensive, integrated, strategic and effectively executed. POISE means using consumer and profit driven marketing across every department in a company. All employees are involved in building superior consumer value, efficiently for above average profits. Having explained the principles, the author then shows, using practical step-by-step processes, how to make them work. Included are over 100 case examples and checklists. |
| offensive marketing book: Marketing Warfare Al Ries, Jack Trout, 1997-11-22 A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon.Newsweek Revolutionary! Surprising!Business Week Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read.USA Today |
| offensive marketing book: On the Offensive Karen Stollznow, 2020 You people ... She was asking for it ... That's so gay ... Don't be a Jew ... My ex-girlfriend is crazy ... You'd be pretty if you lost weight ... You look good ... for your age ... These statements can be offensive to some people, but it is complicated to understand exactly why. It is often difficult to recognize the veiled racism, sexism, ableism, lookism, ageism, and other -isms that hide in our everyday language. From an early age, we learn and normalize many words and phrases that exclude groups of people and reinforce bias and social inequality. Our language expresses attitudes and beliefs that can reveal internalized discrimination, prejudice, and intolerance. Some words and phrases are considered to be offensive, even if we're not trying to be-- |
| offensive marketing book: The Intelligent Marketer’s Guide to Data Privacy Robert W. Palmatier, Kelly D. Martin, 2019-02-05 Firms are collecting and analyzing customer data at an ever increasing rate in response to evidence that data analytics (precision targeting, improved selling) generates a positive return. Yet efforts often ignore customers’ privacy concerns and feelings of vulnerability with long-term effects on customers’ trust, relationships, and ultimately financial performance. Big data, privacy, and cybersecurity often is relegated to IT and legal teams with minimal regard for customer relationships. This book fills the void by taking a customer-centric approach to privacy. It offers both defensive and offensive marketing-based privacy strategies that strongly position firms in today’s data-intensive landscape. The book also helps managers anticipate future consumer and legislative trends. Drawing from the authors’ own work and extant research, this book offers a compelling guide for building and implementing big data- and privacy-informed business strategies. Specifically, the book: · -Describes the consumer psychology of privacy · -Deconstructs relevant legal and regulatory issues · - Offers defensive privacy strategies · - Describes offensive privacy strategies · Provides an executive summary with the Six Tenets for Effective Privacy Marketing This book will be useful to managers, students, or the casual reader who is interested in how and why big data and consumer privacy are transforming business. Moving beyond summary privacy insights, the book also offers a detailed and compelling action plan for improving performance by protecting against privacy threats as well as developing and implementing offensive privacy strategy. In the future, many firms will be competing through an integrated, customer-centric big data privacy strategy and this book will guide managers in this journey. |
| offensive marketing book: The 20 Ps of Marketing David Pearson, 2014 A fresh look at the current marketing landscape and the fundamental skills marketers must master to succeed. |
| offensive marketing book: Offensive Marketing Beverly Wharton, Alan Jebb, Chris Swaffin-Smith, 2000 Offensive Marketing is a well-established term widely accepted to be ascribable to Hugh Davidson whose model POISE is covered comprehensively in his two books (1) and (2). The latter being an update in the light of marketing changes such as Relationship Marketing. Extensive examples of the use of the Model in large organizations are covered. |
| offensive marketing book: Competitive Advantage Michael E. Porter, 2008-06-30 Now beyond its eleventh printing and translated into twelve languages, Michael Porter’s The Competitive Advantage of Nations has changed completely our conception of how prosperity is created and sustained in the modern global economy. Porter’s groundbreaking study of international competitiveness has shaped national policy in countries around the world. It has also transformed thinking and action in states, cities, companies, and even entire regions such as Central America. Based on research in ten leading trading nations, The Competitive Advantage of Nations offers the first theory of competitiveness based on the causes of the productivity with which companies compete. Porter shows how traditional comparative advantages such as natural resources and pools of labor have been superseded as sources of prosperity, and how broad macroeconomic accounts of competitiveness are insufficient. The book introduces Porter’s “diamond,” a whole new way to understand the competitive position of a nation (or other locations) in global competition that is now an integral part of international business thinking. Porter's concept of “clusters,” or groups of interconnected firms, suppliers, related industries, and institutions that arise in particular locations, has become a new way for companies and governments to think about economies, assess the competitive advantage of locations, and set public policy. Even before publication of the book, Porter’s theory had guided national reassessments in New Zealand and elsewhere. His ideas and personal involvement have shaped strategy in countries as diverse as the Netherlands, Portugal, Taiwan, Costa Rica, and India, and regions such as Massachusetts, California, and the Basque country. Hundreds of cluster initiatives have flourished throughout the world. In an era of intensifying global competition, this pathbreaking book on the new wealth of nations has become the standard by which all future work must be measured. |
| offensive marketing book: Sun Tzu Strategies for Marketing: 12 Essential Principles for Winning the War for Customers Gerald A. Michaelson, Steven W. Michaelson, 2004 Millions of business warriors have been inspired by lessons from one of the world's greatest strategists, Sun Tzu. In his new book, a bestselling author and Sun Tzu expert interprets the influential thinker's classic battle strategies specifically for today's marketing professionals. |
| offensive marketing book: The Cuttlefish Marketer Scott East, Ivan Aguilar, 2017-03 In the old-school advertising world of offline-only campaigns, the Marlboro Man reigned supreme. He successfully rebranded Marlboro as an ultimate masculine trademark and positioned them as the best-selling cigarettes in the world. However, in the modern marketing world, such marketing efforts fall flat, unable to maintain relevance. Another masculine brand, Old Spice, capitalized on crowdsourced, digitally-driven content after its premiere of the Old Spice Guy at the Super Bowl. Old Spice proved that the marketing techniques required in today's world are vastly different from those needed in the past. Drawing from over forty years of combined experience, Scott East and Ivan Aguilar share how marketing executives must learn new skills to shift from reactive marketing to proactive marketing. By adopting the qualities of one of the smartest predators in the ocean--the cuttlefish--marketers can go on the offensive and thrive. |
| offensive marketing book: The Marketing Book Michael Baker, 2012-05-04 This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now broaches the following 'new' topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * Integrated marketing communications * measurement of marketing effectiveness * Postmodern and retro-marketing * Relationship marketing * Retailing Like its predecessors, the 'Marketing Book 5th edition' is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. |
| offensive marketing book: Winning the Customer: Turn Consumers into Fans and Get Them to Spend More Lou Imbriano, 2011-09-16 Build Customer Relationships and Win Big Revenue! “Unbreakable relationships are crucial to success in business. Lou Imbriano captures what it takes to forge the kind of deep credibility that encourages consumers and clients to trust you with their hard-earned dollars. If you want to deepen your customers’ trust and grow your revenues, I suggest you read Winning the Customer and you will win.” —Bob Reynolds, President & CEO, Putnam Investments “Lou Imbriano rescues the word ‘winning’ from the clutches of Charlie Sheen . . . and, like a Patriots playbook, Lou takes you through his game plan for successfully building a victorious team that opponents will respect and fear . . . from who should be answering your phone to effectively saying ‘no,’ it’s all there . . . lazy, unmotivated people, this is not for you. . . .” —Steve Levy, ESPN SportsCenter anchor “Imbriano definitely made his mark in the NFL and now he’s an MVP again with his new book, Winning the Customer. Lou’s down-to-earth marketing philosophies, which he brought to the Patriots, epitomize how everyone, in any industry, should approach marketing. If you want to truly know how to build remarkable business relationships, read Winning the Customer.” —Michael O’Hara Lynch, Head of Global Sponsorship, Visa “At a time when consumers have the power to use media where and how they choose, to like, dislike, and share their opinion on products and corporations, brand engagement is the best answer to build emotional and enduring relationships between brands and all their relevant communities. This book should be given to anyone who wants to understand the new dynamics that can bond brands with their ever-demanding customers.” —Lucien Boyer, President & Global CEO, Havas Sports & Entertainment About the Book: During his nine years in senior marketing positions with the New England Patriots, Lou Imbriano laid the foundation and marketing vision for the football team that led to its astronomical growth and explosive revenue—perfectly positioning them to be ready for when the Patriots became repeat Super Bowl champions and the NFL brand to beat. Now CEO of TrinityOne, a strategic marketing firm, Lou has an undefeated record of showing all types of companies how to tackle customer relationships and convert them into tangible revenue. In Winning the Customer, Lou delivers his original strategies for both short- and long-term financial success: The Marketing Playbook: how to identify those who are dying to spend money with you Relationship Architecture: how to connect with customers in meaningful ways and create “memorable moments” The Revenue Game: how to build revenue instead of selling concepts Throughout the book, you’ll find Lou’s dynamic personal stories drawn right from his years of real-world business experience. He’s learned that to maximize revenue, every organization must both turn its customers into fans and coax those fans to spend freely. Winning the Customer shows you how to do just that using the Three Tiers of Customer Relationships. Imbriano shares his strategies with his innovative DELIVERS system: Dedication, Entertainment, Loyalty, Investment, Vision, Energy, Responsibility, and Sacrifice. Filled with practical information and written in Lou’s inimitable conversational style, Winning the Customer is your all-pro offensive attack against old, ineffective methods and flat results. Lou’s tools will give any business an inspired team, supersized income, and a virtual stadium full of engaged, high-paying customers. |
| offensive marketing book: The Global Code Clotaire Rapaille, 2015-09-29 For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a global unconscious, or core values and feelings that are consistent worldwide—the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services. Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed. Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all. |
| offensive marketing book: The Charm Offensive Alison Cochrun, 2021-09-07 A MOST ANTICIPATED ROM-COM SELECTED BY * BUZZFEED * LGBTQ READS * BUSTLE * THE NERD DAILY * ENTERTAINMENT TONIGHT * FROLIC MEDIA * AND MORE! A BEST BOOK PICK BY * HARPER’S BAZAAR * ENTERTAINMENT WEEKLY “The Charm Offensive will sweep you off your feet.” —PopSugar In this witty and heartwarming romantic comedy—reminiscent of Red, White & Royal Blue and One to Watch—an awkward tech wunderkind on a reality dating show goes off-script when sparks fly with his producer. Dev Deshpande has always believed in fairy tales. So it’s no wonder then that he’s spent his career crafting them on the long-running reality dating show Ever After. As the most successful producer in the franchise’s history, Dev always scripts the perfect love story for his contestants, even as his own love life crashes and burns. But then the show casts disgraced tech wunderkind Charlie Winshaw as its star. Charlie is far from the romantic Prince Charming Ever After expects. He doesn’t believe in true love, and only agreed to the show as a last-ditch effort to rehabilitate his image. In front of the cameras, he’s a stiff, anxious mess with no idea how to date twenty women on national television. Behind the scenes, he’s cold, awkward, and emotionally closed-off. As Dev fights to get Charlie to connect with the contestants on a whirlwind, worldwide tour, they begin to open up to each other, and Charlie realizes he has better chemistry with Dev than with any of his female co-stars. But even reality TV has a script, and in order to find to happily ever after, they’ll have to reconsider whose love story gets told. |
| offensive marketing book: Hey, Whipple, Squeeze This Luke Sullivan, 2016-02-01 The classic guide to creating great advertising now covers all media: Digital, Social, and Traditional Hey Whipple, Squeeze This has helped generations of young creatives make their mark in the field. From starting out and getting work, to building successful campaigns, you gain a real-world perspective on what it means to be great in a fast-moving, sometimes harsh industry. You'll learn how to tell brand stories and create brand experiences online and in traditional media outlets, and you'll learn more about the value of authenticity, simplicity, storytelling, and conflict. Advertising is in the midst of a massive upheaval, and while creativity is still king, it's not nearly enough. This book is an essential resource for advertising professionals who need up-to-date digital skills to reach the modern consumer. Turn great ideas into successful campaigns Work effectively in all media channels Avoid the kill shots that will sink any campaign Protect your work Succeed without selling out Today's consumer has seen it all, and they're less likely than ever to even notice your masterpiece of art and copy, let alone internalize it. Your job is to craft a piece that rises out of the noise to make an impact. Hey Whipple, Squeeze This provides the knowledge to create impressive, compelling work. |
| offensive marketing book: The Competitive Strategy Michael E. Porter, 2003-12-26 Now nearing its 60th printing in English and translated into nineteen languages, Michael E. Porter's Competitive Strategy has transformed the theory, practice, and teaching of business strategy throughout the world. Electrifying in its simplicity -- like all great breakthroughs -- Porter's analysis of industries captures the complexity of industry competition in five underlying forces. Porter introduces one of the most powerful competitive tools yet developed: his three generic strategies -- lowest cost, differentiation, and focus -- which bring structure to the task of strategic positioning. He shows how competitive advantage can be defined in terms of relative cost and relative prices, thus linking it directly to profitability, and presents a whole new perspective on how profit is created and divided. In the almost two decades since publication, Porter's framework for predicting competitor behavior has transformed the way in which companies look at their rivals and has given rise to the new discipline of competitor assessment. More than a million managers in both large and small companies, investment analysts, consultants, students, and scholars throughout the world have internalized Porter's ideas and applied them to assess industries, understand competitors,, and choose competitive positions. The ideas in the book address the underlying fundamentals of competition in a way that is independent of the specifics of the ways companies go about competing. Competitive Strategy has filled a void in management thinking. It provides an enduring foundation and grounding point on which all subsequent work can be built. By bringing a disciplined structure to the question of how firms achieve superior profitability, Porter's rich frameworks and deep insights comprise a sophisticated view of competition unsurpassed in the last quarter-century. |
| offensive marketing book: Offensive Marketing , 1972 |
| offensive marketing book: Offensive Marketing J. Hugh Davidson, 1975 |
| offensive marketing book: No B.S. Marketing to the Affluent Dan S. Kennedy, 2015-03-16 SELL TO THOSE WHO SPEND: Market to the Affluent THE SCARY TRUTH: The middle-class consumer population—and their buying power—is massively shrinking. Customers are buying less and in fewer categories. THE SILVER LINING: It takes no more work to attract customers from the explosively growing Mass-Affluent, Affluent, and Ultra-Affluent populations eager to pay premium prices in return for exceptional expertise, service, and experiences. Millionaire maker Dan S. Kennedy, joined by branding experts Nick Nanton, J.W. Dicks and team, show you how to re-position your business, practice, or sales career to attract customers or clients for whom price is NOT a determining factor. Learn how to sell to those who will always be spending. • Practical Strategies Revealed: Ritz-Carlton, Disney, Harrah’s Entertainment, Dove, AARP, Dr. Oz, Starbucks, Williams-Sonoma, DeBeers, the health and wellness industry and many other fascinating and diverse true-life examples • E-Factors: 10 surprising Emotional Buy Triggers the affluent find irresistible • Stop Selling Products and Services: Learn how selling aspirations and emotional fulfillment is more profitable • StorySelling™: Learn how to scale the affluents’ “sales wall” • Million-Dollar Marketing System: Step-by-step blueprint comparable to those developed for six-figure clients, ready for do-it-yourself use |
| offensive marketing book: The CIM Student's Practice and Revision Book Anthony Annakin Smith, Paul Dixon, Andrew Sherratt, 2012-05-31 Supplementing the CIM Workbook series, this Exam Practice Kit has a bank of additional questions to help you focus on applying your knowledge to passing the exam. It is ideal for independent study or tutored revision courses, helping you to prepare with confidence for exam day. This kit looks at each of the subjects within the diploma level giving examples of different formats of questions. There is also a revision checklist for each module so you can check wihci subjects you need to cover |
| offensive marketing book: Competitor Targeting Ian Gordon, 2002 Powerful weapons for waging and winning the business war Most books on competitive intelligence are full of vague theoretical constructs regarding information gathering and storage. This book, on the other hand, gets right down to the nitty-gritty, with proven techniques for identifying and laying waste to a company's most serious competitors. Readers learn why going on the offensive rather than just gathering information on competitors helps increase market share and shareholder value. And they get loads of practical advice and guidance on identifying the most serious competitors, flushing out competitors' secrets, using technology to advance a competitive initiative, creating strong allies, harvesting competitors' employees, staging a successful counter offensive when you've been targeted, and much more. Ian Gordon (Toronto, Canada) is President of Convergence Management Consultants, a leading strategic marketing consulting firm. He is a founding member of the Society of Competitive Intelligence Professionals, President of the Association for the Advancement of Relationship Marketing, and the former head of Ernst & Young's (Toronto) strategic marketing consulting practice. |
| offensive marketing book: The Well-timed Strategy Peter Navarro, 2006 This comprehensive guide explains how to manage not just the business cycle and industry cycles but also today's unprecedented level of macroeconomic turbulence. Navarro shows how to align every facet of business strategy, tactics, and operations to reflect changing business conditions and not get run over. |
| offensive marketing book: The Anatomy of Humbug Paul Feldwick, 2015-02-28 How does advertising work? Does it have to attract conscious attention in order to transmit a 'Unique Selling Proposition'? Or does it insinuate emotional associations into the subconscious mind? Or is it just about being famous... or maybe something else again? |
| offensive marketing book: Principles of Marketing John F. Tanner, Jr., Mary Anne Raymond, Camille Schuster, |
| offensive marketing book: Fundamentals of Global Strategy Cornelis A. de Kluyver, 2010-08-20 The globalization of the competitive landscape has forced companies to fundamentally rethink their strategies. Whereas once only a few industries such as oil could be labeled truly global, today many-from pharmaceuticals to aircraft to computers-have become global in scale and scope. As a consequence, creating a global competitive advantage has become a key strategic issue for many companies. Crafting a global strategy requires making decisions about which strategy elements can and should be globalized and to what extent. |
| offensive marketing book: Launch! Advertising and Promotion in Real Time Michael R. Solomon, Lisa Duke Cornell, Amit Nizan, 2009 |
| offensive marketing book: Different Youngme Moon, 2011-09-06 What if working like crazy to beat the competition did exactly the opposite, making you mediocre and more like the competition? In today’s world of overabundant consumer choices and superfluous apps, upgrades, add-ons, and features, brands have become nearly identical, as their efforts to outdo one another have pushed them into a dizzying herd of indistinct options. Youngme Moon identifies the outliers, the mavericks, the iconoclasts—the players who have thoughtfully rejected orthodoxy in favor of an approach that is more adventurous. Some are even “hostile,” almost daring you to buy what they are selling. Using her original research on companies such as IKEA and Google, Moon will inspire you to be counterintuitive and meaningfully different—to rethink your business strategy, to stop conforming and start deviating, to stop emulating and start innovating. Because to stand out you must become the exception, not the rule. |
| offensive marketing book: Product and Services Management George Avlonitis, Paulina Papastathopoulou, 2006-04-11 `A text that successfully bridges the gap between academic theorizing and practitioner applicability because it uses multiple real-world examples/mini-cases of management techniques to illustrate the well-researched academic theoretical foundations of the book′ - Creativity and Innovation Management `A complete and useful treatment of the domain of product and service decisions. This book is unique in its treatment, dealing with product and service portfolio evaluation, new product/service development and product/service elimination in an integrated manner. Enlivened by many mini-cases, the book provides a soup-to-nuts approach that will prove very attractive for students and be a valuable reference for managers as well. Highly recommended′ - Gary L Lilien, Distinguished Research Professor of Management Science, Penn State University `Product and Services Management (PSM) is a welcome, up to date summary of the key issues facing firms in developing and refreshing their portfolios. The examples and cases bring the academic arguments clearly into focus and demonstrate the crucial role of PSM in leading the overall strategy of the firm′ - Professor Graham Hooley, Senior Pro-Vice-Chancellor, Aston University, Birmingham `Managers responsible for and students interested in product portfolio decisions previously had to consult several sources for obtaining up-to-date information; books on new product development, articles on service development, readers on product management, and frameworks for product evaluation and termination. With the book Product and Services Management the reader obtains four-in-one. Avlonitis and Papastathopoulou reveal in a compelling and comprehensive manner why product decisions are the cornerstone of modern marketing and business, and illustrate the theory with numerous mini-cases from Europe and elsewhere. A must read for everyone with a passion for products′ - Dr Erik Jan Hultink, Professor of New Product Marketing, Delft University of Technology This book provides a holistic approach to the study of product and services management. It looks at the key milestones within a product′s or service life cycle and considers in detail three crucial areas within product management, namely product/service portfolio evaluation, new product/service development and product/service elimination. Based on research conducted in Europe and North America, this book includes revealing cases studies that will help students make important connections between theory and practice. The pedagogical features provided in each chapter include chapter introduction, summary, questions and a further reading section. Additional material for instructors include PowerPoint slides and indicative answers to each chapter′s questions. This book is written for undergraduate and postgraduate students of business administration who are pursuing courses in marketing, product portfolio management, new product development and product policy. |
| offensive marketing book: New Lanchester Strategy: Sales and marketing strategy for the strong Shin'ichi Yano, 1995 |
| offensive marketing book: In Praise of Commercial Culture Tyler COWEN, Tyler Cowen, 2009-06-30 Does a market economy encourage or discourage music, literature, and the visual arts? Do economic forces of supply and demand help or harm the pursuit of creativity? This book seeks to redress the current intellectual and popular balance and to encourage a more favorable attitude toward the commercialization of culture that we associate with modernity. Economist Tyler Cowen argues that the capitalist market economy is a vital but underappreciated institutional framework for supporting a plurality of co-existing artistic visions, providing a steady stream of new and satisfying creations, supporting both high and low culture, helping consumers and artists refine their tastes, and paying homage to the past by capturing, reproducing, and disseminating it. Contemporary culture, Cowen argues, is flourishing in its various manifestations, including the visual arts, literature, music, architecture, and the cinema. Successful high culture usually comes out of a healthy and prosperous popular culture. Shakespeare and Mozart were highly popular in their own time. Beethoven's later, less accessible music was made possible in part by his early popularity. Today, consumer demand ensures that archival blues recordings, a wide array of past and current symphonies, and this week's Top 40 hit sit side by side in the music megastore. High and low culture indeed complement each other. Cowen's philosophy of cultural optimism stands in opposition to the many varieties of cultural pessimism found among conservatives, neo-conservatives, the Frankfurt School, and some versions of the political correctness and multiculturalist movements, as well as historical figures, including Rousseau and Plato. He shows that even when contemporary culture is thriving, it appears degenerate, as evidenced by the widespread acceptance of pessimism. He ends by considering the reasons why cultural pessimism has such a powerful hold on intellectuals and opinion-makers. |
| offensive marketing book: The Big Book of Marketing Anthony G. Bennett, 2009-06-19 A real world tool for helping develop effective marketing strategies and plans. -- Dennis Dunlap, Chief Executive Officer, American Marketing Association For beginners and professionals in search of answers. -- Stephen Joel Trachtenberg, President Emeritus and University Professor of Public Service, The George Washington University A 'must read' for every business major and corporate executive. -- Clarence Brown, former Acting Secretary, U.S. Department of Commerce The Biggest Companies. The Boldest Campaigns. THE BEST INSIDER'S GUIDE ON THE MARKET. The most comprehensive book of its kind, The Big Book of Marketing is the definitive resource for marketing your business in the twenty-first century. Each chapter covers a fundamental aspect of the marketing process, broken down and analyzed by the greatest minds in marketing today. For the first time ever, 110 experts from the world's most successful companies reveal their step-by-step strategies, proven marketing tools, and tricks of the trade—fascinating, exclusive, real-world case studies from an all-star roster of companies, including: ACNielsen * Alcoa * American Express * Amtrak * Antimicrobial * Technologies Group * APL Logistics * Arnold * AT&T * Atlas Air * Bloomingdale's * BNSF * Boeing * Bristol-Myers Squibb * Burson-Marsteller * BzzAgent * Caraustar * Cargill * Carnival * Coldwell Banker * Colgate-Palmolive * Colonial Pipeline * Con-way * Costco * Dean Foods * Discovery Communications * Draftfcb * DSC Logistics * DuPont * Edelman * ExxonMobil * Fabri-Kal * FedEx Trade Networks * Fleishman-Hillard * Ford * Frito-Lay * GE * Greyhound * Hair Cuttery * Hilton * HOLT CAT * IBM * Ingram Barge * Ingram Micro * International Paper * John Deere * Kimberly-Clark * Kodak * Kraft * L.L.Bean * Landor * Long Island Rail Road * Lulu.com * Mars * MCC * McCann * McDonald's * McKesson * Nationals * NCR * New York Times * Nordstrom * Ogilvy Action * OHL * 1-800Flowers.com * Overseas Shipholding Group * Owens Illinois * P & G * Papa John's * Paramount Pictures * Patagonia * PepsiCo * Pfizer * Porter Novelli * RAPP * Ritz-Carlton * Safeway * Saks Fifth Avenue * Sara Lee * SC Johnson * Sealed Air * Sears * Silgan * Skyhook * Snap-on Tools * Southwest * Sports and Leisure * ResearchGroup * Staples * Stoner * Supervalu * Synovate * Tanimura & Antle * TBWA * Tenet Healthcare * Texas Instruments * 3M * ToysRUs * Trader Joe's * Tupperware * Under Armour * United Airlines * United Stationers * Verizon * VISA * Weyerhaeuser * Wilson Sporting Goods * Wunderman * Xerox * Y&R * Zappos.com No matter what business you're in--from retail and manufacturing to service and nonprofit--The Big Book of Marketing offers the most practical, hands-on advice you’ll ever find . . . from the best in the business. Anthony G. Bennett taught marketing at Georgetown University. With three decades of experience in the field, he has held a variety of key marketing positions at Fortune 500 companies, including AT&T and others. He resides in McLean, Virginia. |
| offensive marketing book: Developing Strategic Partnerships Chris Steward, 1999 Developing Strategic Partnerships enables you to have access to a sophisticated technique of building customer alliances, which has been developed over many years. This is backed up with international case examples which show how different companies have developed partnerships and the outcomes realized from them. The book maps out for the business development practitioner how to move from ordinary business to business co-operation to creating a unique, lasting and profitable partnership. |
| offensive marketing book: The Power of Selling Kimberly K. Richmond, |
| offensive marketing book: EMarketing Rob Stokes (eMarketing specialist), 2010 |
| offensive marketing book: The Power of Simplicity Jack Trout, Steve Rivkin, 1999 Is your company drowning in management fads while wondering why business isn't better? Does your corporate culture make it tough to speak the truth, move forward, and seize opportunities? Wouldn't you love to improve day-to-day operations and employee morale without consultants, programs, and other expensive chicanery? Jack Trout, who knows a thing or two about how to grow and market a business, is in your corner and restless to help. This star consultant and champion of common sense has written the book that shows managers how to cope with complexities by focusing on essentials.--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved |
| offensive marketing book: Introduction to Advertising Emmanuel Mogaji, 2021-05-30 This book is an introductory roadmap to the advertising process. Advertising is explored as a creative communication message from a brand, created by advertising agencies and distributed across different media to target the right consumers. The book provides an understanding of the benefits of advertising, its role in the economy and, even more so, acknowledges that advertisements are not only about selling but also about effectively communicating a message. The creative and conceptual approach towards the communication process is discussed, and insight is presented into the dynamics within the industry and the different stakeholders involved, while recognising how different creative elements in advertisements are consciously selected to make them appealing. Finally, it considers how to analyse and measure an advert’s effectiveness and looks ahead to future ideas and technologies arising in advertising. Effectively combining theory with practical insight, each chapter begins with learning objectives and ends with key learnings. International case studies feature throughout, including insights from British Gas, WPP, Audi and KFC, as well as other examples from smaller organisations and the non-profit sector. Taking students step by step through the advertising process, it is important reading for undergraduate and postgraduate students studying Advertising, Brand Management, Marketing Communications and Media Planning. |
OFFENSIVE Definition & Meaning - Merriam-Webster
The meaning of OFFENSIVE is making attack : aggressive. How to use offensive in a sentence.
OFFENSIVE | English meaning - Cambridge Dictionary
OFFENSIVE definition: 1. causing offence: 2. unpleasant: 3. used for attacking: . Learn more.
Offensive - definition of offensive by The Free Dictionary
1. causing resentful displeasure; highly irritating or annoying. 2. unpleasant or disagreeable to the sense; disgusting. 3. repugnant to the moral sense, good taste, or the like; repulsive. 4. …
OFFENSIVE Definition & Meaning | Dictionary.com
Offensive definition: causing resentful displeasure; highly irritating, angering, or annoying.. See examples of OFFENSIVE used in a sentence.
offensive adjective - Definition, pictures, pronunciation and usage ...
Definition of offensive adjective in Oxford Advanced Learner's Dictionary. Meaning, pronunciation, picture, example sentences, grammar, usage notes, synonyms and more.
What does offensive mean? - Definitions.net
Offensive refers to something that is disagreeable, unpleasant, insulting, or causing discomfort or resentment due to its inappropriate, disrespectful, or hurtful nature. Often associated with …
OFFENSIVE - Meaning & Translations | Collins English Dictionary
If you conduct an offensive, you take strong action to show how angry you are about something or how much you disapprove of something. [...]
offensive | English Definition & Examples | Ludwig
The word "offensive" is correct and usable in written English. You can use it when referring to something that is seen as rude, disrespectful, or unacceptable. For example: "The comments …
Offensive - Definition, Meaning & Synonyms - Vocabulary.com
Offensive describes rude or hurtful behavior, or a military or sports incursion into an opponent's territory. In any context, "on the offensive" means on the attack.
Offensive Definition & Meaning | Britannica Dictionary
OFFENSIVE meaning: 1 : causing someone to feel hurt, angry, or upset rude or insulting often + to; 2 : very unpleasant
OFFENSIVE Definition & Meaning - Merriam-Webster
The meaning of OFFENSIVE is making attack : aggressive. How to use offensive in a sentence.
OFFENSIVE | English meaning - Cambridge Dictionary
OFFENSIVE definition: 1. causing offence: 2. unpleasant: 3. used for attacking: . Learn more.
Offensive - definition of offensive by The Free Dictionary
1. causing resentful displeasure; highly irritating or annoying. 2. unpleasant or disagreeable to the sense; disgusting. 3. repugnant to the moral sense, good taste, or the like; repulsive. 4. …
OFFENSIVE Definition & Meaning | Dictionary.com
Offensive definition: causing resentful displeasure; highly irritating, angering, or annoying.. See examples of OFFENSIVE used in a sentence.
offensive adjective - Definition, pictures, pronunciation and usage ...
Definition of offensive adjective in Oxford Advanced Learner's Dictionary. Meaning, pronunciation, picture, example sentences, grammar, usage notes, synonyms and more.
What does offensive mean? - Definitions.net
Offensive refers to something that is disagreeable, unpleasant, insulting, or causing discomfort or resentment due to its inappropriate, disrespectful, or hurtful nature. Often associated with …
OFFENSIVE - Meaning & Translations | Collins English Dictionary
If you conduct an offensive, you take strong action to show how angry you are about something or how much you disapprove of something. [...]
offensive | English Definition & Examples | Ludwig
The word "offensive" is correct and usable in written English. You can use it when referring to something that is seen as rude, disrespectful, or unacceptable. For example: "The comments …
Offensive - Definition, Meaning & Synonyms - Vocabulary.com
Offensive describes rude or hurtful behavior, or a military or sports incursion into an opponent's territory. In any context, "on the offensive" means on the attack.
Offensive Definition & Meaning | Britannica Dictionary
OFFENSIVE meaning: 1 : causing someone to feel hurt, angry, or upset rude or insulting often + to; 2 : very unpleasant
