Offensive Marketing / Edition 1

by Hugh Davidson

Overview

This is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes.

Product Details

ISBN-13:	9780750674591
Publisher:	Taylor & Francis
Publication date:	01/01/2003
Edition description:	New Edition
Pages:	430
Product dimensions:	7.50(w) x 9.25(h) x 0.87(d)

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

Editorial Reviews

"Warren Keegan and Hugh Davidson are reknowned all over the world for both their wisdom and their original thinking... I commend [this book] to everyone, young or old, who has an interest in best practice in marketing." - Professor Malcolm McDonald, Cranfield University School of Management

"Offensive Marketing breaks new ground in getting to the heart of strategy marketing...more value for customers, and higher profits for marketers. The authors underline the importance of de-marketing (yes, de-marketing)... to insure that that every reasonable step is taken limit the abuse and misuse of the company's product." — Hermawan Kartajaya, President, MarkPlus&Co and President, World Marketing Association

"This is no academic treatise limited to theory. POISE will become a more useful and meaningful word than ever as it unlocks the key to offensive marketing thinking and techniques." — Michael Friedman, President and CEO, Purdue Pharma LP

From the Publisher