Cover image for Offensive marketing : an action guide to gaining competitive advantage
Title:
Offensive marketing : an action guide to gaining competitive advantage
Author:
Davidson, J. H. (J. Hugh), 1935-
Publication Information:
Amsterdam ; Boston : Elsevier Butterworth-Heinemann, [2004]

©2004
Physical Description:
xiv, 414 pages : illustrations ; 24 cm
Language:
English
Subject Term:
ISBN:
9780750674591
Format :
Book

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HF5415 .K427 2004 Adult Non-Fiction Non-Fiction Area
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Summary

Summary

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results. Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing.


Table of Contents

The Offensive Marketing Approach: POISE
How Offensive Marketing Builds Above-Average Profits
Offensive Vision and Attitudes
The Integrated Marketing Approach
Business Analysis
Developing a Distinctive View of the Future
Developing Winning Strategies
Marketing Planning
Segmentation
Brand Development
New Product and Service Development
Communications
Market Research
Pricing, Channel Marketing
Post Script: Offensive Marketing: The Way Ahead