Want to start reading immediately? Get a FREE ebook with your print copy when you select the "bundle" option. T+Cs apply.
How to Differentiate Your Organization in a Sea of Sameness
FREE UK and US delivery
About the book
"How do we get customers to choose us over our competitors?"In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition.
Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a "sea of sameness" by copycat marketing that makes choice difficult.
On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.
About the authors
Dr Simon Kelly is President of Shake Marketing, and was formerly Marketing Director (SVP) of British Telecom. He is also Senior Lecturer in Marketing at Sheffield Business School, and Lecturer in Marketing and Sales at University of York.
Dr Paul Johnston is a senior lecturer in marketing and innovation at Nottingham Trent University.
Stacey Danheiser is CEO and founder of Shake Marketing. She is also CEO and Course Creator for Customer Value Link.
- Based on highly credible, thorough research, this pragmatic book deals with an age-old problem of how to give customers something of stand-out value that they are prepared to pay for. I commend it to you.
- Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management