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Offensive Marketing An Action Guide to Gaining Competitive Advantage

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ISBN-10: 0750674598

ISBN-13: 9780750674591

Edition: 2003

Authors: Warren J. Keegan, Hugh Davidson, Elyse Arno Brill

List price: $70.95
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Description:

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results. Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing. * Revolutionary approach to marketing, now revised…    
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Book details

List price: $70.95
Copyright year: 2003
Publisher: Routledge
Publication date: 8/16/2011
Binding: Paperback
Pages: 430
Size: 6.75" wide x 9.00" long x 0.75" tall
Weight: 1.540
Language: English

Davidson has worked in 15 countries. He is a Visiting Professor of Marketing at Cranfield, one of Europe's top business schools. He has been a marketing manager with Procter & Gamble, then President of International Playtex, and founder Chairman of Oxford Corporate Consultants.

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