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Presents original research documenting the size and nature of the 'sea of sameness' customers face, and delivers a framework of strategic marketing competencies to help organizations differentiate themselves and deliver value.
Sommario
Chapter - 01: B2B organizations are stuck in a Sea of Sameness; Chapter - 02: Why does sameness happen in B2B marketing?; Chapter - 03: The V.A.L.U.E. competency framework - core competencies for B2B differentiation; Chapter - 04: The role of sales and marketing in B2B organizations - what is important?; Chapter - 05: The visionary - competencies for seeing the next competitive move; Chapter - 06: The activator - competencies for getting things done; Chapter - 07: The learner - competencies for staying in tune with your customers; Chapter - 08: Usefulness - competencies for becoming indispensable to your customers; Chapter - 09: The evaluator - competencies for making good decisions; Chapter - 10: Building a V.A.L.U.E. competency culture; Chapter - 11: Using V.A.L.U.E. competencies to stand out from your competitors;
Info autore
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.
Riassunto
When it comes to buying a mobile phone, choosing a university, selecting a software system, or making any other purchase in a crowded marketplace, many consumers feel they are faced with a 'sea of sameness'. The websites and social media streams of the various companies all seem to blur into one, with the same phrases and promises repeated over and over again. Stand Out Marketing presents original research which compares the content produced by over 30 organizations in leading sectors to quantify this effect, proving not only that the 'sea of sameness' exists, but documenting its precise size and nature.
On the back of this unique and fascinating research, Stand Out Marketing traces the problem back to its roots and offers a proven, seven-step framework to help companies rise above it and differentiate themselves from the competition. By re-focusing on the customer and their needs, and re-shaping the capabilities, attitudes and behaviours of the organization accordingly, the framework will help companies stand out and deliver genuine value. Over time, this value will convert to growth and profits for any business.
Prefazione
Helps organizations create differential value for their customers, by re-focusing on the consumer and the kinds of solutions they want, rather than the kinds of solutions the organization has traditionally offered
