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Marketing Strategy in Play (Paperback, New)
Loot Price: R449
Discovery Miles 4 490
You Save: R98
(18%)
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Marketing Strategy in Play (Paperback, New)
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List price R547
Loot Price R449
Discovery Miles 4 490
You Save R98 (18%)
Expected to ship within 10 - 15 working days
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When marketers have a clear focus on the true task confronting them
and are effective at it, then competition becomes a nonissue. What
is the true task that alleviates the need for competition? Thinking
about thinking is the process that challenges how we think about
marketing and competition. The ideas presented in Marketing
Strategy in Play: Questioning to Create Difference explain
marketing thinking, how to cultivate it, and, ultimately, the ways
in which marketplace differences are created. Instead of offering
marketing steps, processes, and models, the focus here is on
developing the practitioner's thinking rather than providing some
formulaic series of steps, processes, and models based on someone
else's thinking. This provocative perspective requires a deeper
reading and thinking about many of the familiar notions found in
marketing. For example, why compete? The book is written for
serious practitioners interested in breaking from the familiar ways
of doing things and in unique approaches to stimulating their own
thinking effectively for any organization large or small.What will
the reader take away from Marketing Strategy in Play: Questioning
to Create Difference? Fundamentally, the book examines difference
and how marketing differences are created; as such, difference is
explored at a level deep enough to understand its nature and how to
be more effective at the process of difference creation that can
benefit an organization. Second, it explains that marketing
thinking is predicated upon a type of questioning from which
marketing differences (e.g., answers) originate. Third, marketing
is redefined as a way of thinking rather than a discipline or
function. Fourth, the relationships among thinking, questioning,
curiosity, and difference are revealed for the purpose of
developing ways in which the marketer can become more effective at
the game of marketing. Fifth, there are many new and different
notions offered in the book that can be understood and used by
practitioners pertaining to their own situations. Finally,
questioning techniques are discussed for strategy development
purposes.
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