Even More Offensive Marketing: An Exhilarating Action Guide to Winning in Business - Hardcover

Davidson, J.H.

Hardcover

ISBN 10: 0566080265 ISBN 13: 9780566080265

Publisher: Gower Publishing Ltd, 1998

Synopsis

This is a set of consumer and profit orientated approaches which aim lead to winning strategies. The book aims to challenge traditional marketing methods and looks for new ways of reaching markets. It contains five key elements which are summarized as POISE - profitable, offensive, integrated, strategic and effectively executed. POISE means using consumer and profit driven marketing across every department in a company. All employees are involved in building superior consumer value, efficiently for above average profits. Having explained the principles, the author then shows, using practical step-by-step processes, how to make them work. Included are over 100 case examples and checklists.

About this title

About the Author

HUGH DAVIDSON is currently Chairman of Oxford Corporate Consultants, a marketing-led management consulting firm. During his consultancy career he has conducted projects for H. J. Heinz, Volkswagen, Shell and Unilever. He is also a Fellow of the Institute of Marketing and of the Marketing Society. He has contributed articles to many publications, and his previous book, Offensive Marketing, is also available in Penguin.

Edition details

• Publisher: Gower Publishing Ltd
• Publication date: 1998
• Language: English
• ISBN 10: 0566080265
• ISBN 13: 9780566080265
• Binding: Hardcover
• Number of pages: 608