{"product_id":"positioning-for-advantage-9780231189002","title":"Positioning for Advantage","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003ePositioning 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003eAchieving positional superiority across product, packaging, communication, and go-to-market efforts are the keys to brand building and often category growth. The challenge is how to get there. Kimberly A. Whitler’s book provides concrete strategies and examples that help the reader move beyond the ‘what’ to the ‘how.’ This is an essential read for any brand leader to increase their skills and move from insight to action. It’s a great blend of academic research and practical know-how that I wish I had had in my library years ago. -- F. D. Wilder, senior advisor, McKinsey and Company, and former chief digital officer, Procter \u0026amp; Gamble\u003cbr\u003eNever before have we seen a time when purpose, authenticity, and value proposition for brands are so critical. Kimberly A. Whitler provides a wonderful roadmap for academics and CMOs alike as we navigate this new world. This is a must-read for anyone who hopes to build tomorrow’s enduring brand. -- Greg Welch, partner and practice leader, SpencerStuart\u003cbr\u003eIn my work with executives, I find a thought flow like this works best: concepts \u0026gt; tools that \"work the concept\" \u0026gt; examples or case studies \u0026gt; \"now do this yourself.\" This helps move executives from conceptual understanding to developing skill, and Whitler has done just that with this book. Each chapter introduces a concept and then presents tools and examples to help the reader understand how to apply the tools. \u003ci\u003ePositioning for Advantage\u003c\/i\u003e is a great way to bridge from academic concepts to practical tools and applications. -- Bernie Jaworski, Peter F. Drucker Chair in Management and the Liberal Arts, Drucker School\u003cbr\u003eIn my consulting, one of the biggest challenges I talk about with executives is how to drive growth. Most books on the topic tend to focus on big-picture conceptual ideas without clarity on “how to \u003ci\u003edo\u003c\/i\u003e work differently” to achieve success. Whitler’s book is novel because she bridges the lofty conceptual ideas with specific skill-building tools that can help people become more proficient at “doing” marketing—all of which helps drive brand growth. It’s a must read for anybody who wants to better understand how to create positional advantage for brands and businesses. -- Tamara McCleary, CEO, Thulium\u003cbr\u003eWhitler 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. -- Claudio Alvarez, Baylor University\u003cbr\u003eIt is smart to follow Whitler's guidance, regardless of business type. * CMS Wire *\u003cbr\u003eComprehensively detailed, well organized, thoroughly 'user friendly' in presentation, 'Positioning for Advantage: Techniques and Strategies to Grow Brand Value' is a complete DIY instructional guide and manual with respect to branding a service of product in today's highly competitive market places. * Midwest Book Review and Wisconsin Bookwatch *\u003cbr\u003e\u003ci\u003ePositioning for Advantage\u003c\/i\u003e is a valuable resource for B2B marketers. The customer-centric, market-centric approach to brand positioning described by Kimberly Whitler will help B2B marketers build powerful brands that will drive revenue growth. * Customer Think *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eAcknowledgments\u003cbr\u003e\u003cb\u003eIntroduction and Organizing Framework\u003c\/b\u003e\u003cbr\u003e1. The Marketing Impact Framework\u003cbr\u003e\u003cb\u003eMarketing Strategy Tools\u003c\/b\u003e\u003cbr\u003e2. The Positioning Concept\u003cbr\u003e3. The Brand Essence Statement\u003cbr\u003e4. Strategy Mapping Methods\u003cbr\u003e\u003cb\u003eBridging Tools—From Strategy to Implementation\u003c\/b\u003e\u003cbr\u003e5. The Strategic Marketing Plan\u003cbr\u003e6. The Creative Brief\u003cbr\u003e\u003cb\u003eMarketing Plan Tools\u003c\/b\u003e\u003cbr\u003e7. The Marketing Technology Blueprint\u003cbr\u003e8. Key Opinion Leader and Influencer Mapping\u003cbr\u003e9. Brand Measurement Methods\u003cbr\u003e\u003cb\u003ePulling It Together\u003c\/b\u003e\u003cbr\u003e10. Activating the Tools through Practice and Implementation\u003cbr\u003eNotes\u003cbr\u003eIndex","brand":"Columbia University Press","offers":[{"title":"Default Title","offer_id":49400333795671,"sku":"9780231189002","price":22.5,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780231189002.jpg?v=1730470416","url":"https:\/\/bookcurl.com\/products\/positioning-for-advantage-9780231189002","provider":"Book Curl","version":"1.0","type":"link"}