Whitler Positioning for Advantage

Techniques and Strategies to Grow Brand Value
1. Auflage 2021
ISBN: 978-0-231-54811-3
Verlag: De Gruyter
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch

Positioning 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.

Autoren/Hrsg.

Whitler, Kimberly A.

Fachgebiete

• Geisteswissenschaften Design Typographie, Illustrationskunst, Werbegraphik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Strategisches Management
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing

Inhaltsverzeichnis

Acknowledgments
Introduction and Organizing Framework
1. The Marketing Impact Framework
Marketing Strategy Tools
2. The Positioning Concept
3. The Brand Essence Statement
4. Strategy Mapping Methods
Bridging Tools—From Strategy to Implementation
5. The Strategic Marketing Plan
6. The Creative Brief
Marketing Plan Tools
7. The Marketing Technology Blueprint
8. Key Opinion Leader and Influencer Mapping
9. Brand Measurement Methods
Pulling It Together
10. Activating the Tools through Practice and Implementation
Notes
Index

Über Autor(innen)

Kimberly A. Whitler is an assistant professor at the University of Virginia’s Darden School of Business. She is a senior contributor to Forbes and has published in Harvard Business Review, Sloan Management Review, and a number of academic journals. She previously worked for companies including Procter and Gamble, Aurora Foods, David’s Bridal, and PETsMART, holding positions such as general manager and chief marketing officer.