BRAND is a four letter word: Positioning and The Real Art of Marketing
Language: English
Published by Advantage Books, 2012
- Softcover
- Used
Seller: WorldofBooks, Goring-By-Sea, WS, United KingdomWorldofBooks
AbeBooks seller since March 16, 2007
Condition: Used - Very good
£ 2.74
Quantity: 1 available
Add to basketItem description from seller
The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged.
Seller Inventory # GOR008236156
- Title
- BRAND is a four letter word: Positioning and The Real Art of Marketing
- Author
- McGhie, Austin
- Publisher
- Advantage Books
- Publication year
- 2012
- Condition
- Very Good
- Binding
- Paperback
- Language
- English
- ISBN 10
- 1599323273
- ISBN 13
- 9781599323275
- Item weight
- 599 grams
In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with “branding” and instead focus on the real work of marketing: positioning. In fact, McGhie believes there’s no marketing problem or opportunity that can’t be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer’s stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.
Drawing on his 30-year career working with some of world’s best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.
"Synopsis" may belong to another edition of this title.
About the Author
AUSTIN MCGHIE ran a CPG marketing and sales team and a leading advertising agency before turning thirty-five. Since then, he has successfully gotten older, run two more agencies, and built a nationally recognized marketing-strategy business from the ground up before selling it to a global communications company. Today, he and his business partner, Alpa Pandya, happily run a small but mighty marketing-strategy consulting business. Along the way, Austin has advised clients such as Kellogg’s, Disney, Boeing, Nike, ESPN, NBC, YouTube, Levi Strauss, Westin, Amazon, Facebook, Visa and Unilever.
In addition to participating in a host of writing and speaking engagements, Austin is the "almost bestselling" author of "Brand is a Four Letter Word: Marketing and the Art of Positioning." Visit him at FindDifference.com.
"About the title" may belong to another edition of this title.
WorldofBooks
Goring-By-Sea, WS, United Kingdom
AbeBooks seller since March 16, 2007
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