{"product_id":"category-creation-9781119611561","title":"Category Creation","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003eAbout the Author xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I The Long-Term Greed of Category Creation 1\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eLessons from Amazon, Ariba, HubSpot, Qualtrics, SaaStr, Salesforce, and others\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 1 Category Creation: The Noble Marketing Strategy That Can Spark a Movement 3\u003c\/p\u003e \u003cp\u003eChapter 2 Why Brand is at the Heart of Category Creation in the Business-to-Human (B2H) Era 19\u003c\/p\u003e \u003cp\u003eChapter 3 The Six Challenges of Creating a Category (and How to Overcome Them) 31\u003c\/p\u003e \u003cp\u003eChapter 4 Special Considerations for Established Companies in Commoditized Markets 47\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II Seven Principles to Create (and Dominate) a Category 57\u003cbr\u003e\u003c\/b\u003e\u003ci\u003eLessons from DocuSign, Drift, G2, Influitive, Marketo, ServiceNow, and others\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003eChapter 5 Live Your Purpose, Values, and Culture Out Loud 59\u003c\/p\u003e \u003cp\u003eChapter 6 Focus on the People in Your Market—Not Just Your Products 73\u003c\/p\u003e \u003cp\u003eChapter 7 Create a Lifestyle Brand for Your Category 93\u003c\/p\u003e \u003cp\u003eChapter 8 Grow a Community by Doubling Down on Live Events and Experiences 109\u003c\/p\u003e \u003cp\u003eChapter 9 Activate Customers as Brand Ambassadors 131\u003c\/p\u003e \u003cp\u003eChapter 10 Recognize That Analysts Don’t Create Categories, Customers Do 151\u003c\/p\u003e \u003cp\u003eChapter 11 Establish Trust at Scale Through Authentic Executive Communication 169\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III Proving the Impact of Category Creation on Customers, Investors, and Employees 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 12 How to Connect Category Creation Programs to Growth for Executives and Investors 181\u003c\/p\u003e \u003cp\u003eChapter 13 The Intangible Benefits of Category Creation on Customer and Teammate Success 201\u003c\/p\u003e \u003cp\u003eAcknowledgments 213\u003c\/p\u003e \u003cp\u003eIndex 217\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407099142487,"sku":"9781119611561","price":999.99,"currency_code":"GBP","in_stock":false}],"url":"https:\/\/bookcurl.com\/products\/category-creation-9781119611561","provider":"Book Curl","version":"1.0","type":"link"}