Making a Difference in Marketing : The Foundation of Competitive Advantage book cover
1st Edition

Making a Difference in Marketing
The Foundation of Competitive Advantage

ISBN 9781138036857
Published March 16, 2017 by Routledge
102 Pages

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Book Description

Establishing a difference is the lynchpin of marketing. It can be achieved in many ways. The results can be magical and powerful: such as increasing, with little expense, the price of a little regarded fish from £0.15 a kilo to £1.00. As with many other disciplines which have great value, this potency has often resulted in the discussion of marketing being prey to increasing complexity. This frequently intimidates those marketing could help. Often it is due to the touting of supposedly new paradigms, given plausibility by conveniently invented metrics, and an emphasis on the rational and conscious over the emotional and unconscious, despite the latter aspects appearing to be the basis for much choice.

This imbalance has been highlighted by recent insights from psychology, neurology and behavioural economics. Rather than simply embracing these advances, the focus of marketing has been on additional layers of intricacy and a weighting of emphasis towards means of communication, further distancing marketing from its base.

This book aims to cut through to the pivotal role of differentiation, illustrated by case histories and the advances in the related fields referred to, particularly the work of psychologists such as Daniel Kahneman. Unlike much writing on marketing, it has tried to follow Einstein’s advice to be "as simple as possible, but no simpler".

Table of Contents

Table of contents:


Context: The Foundation of Differentiation 9

The Intrinsic: The Inner Strength of Differentiation 15

Telling a Unique Story 25

It’s not Reality that needs to be Different but Perceptions 34

The Power Behind Words 41

Visual Differentiation 50

Differentiation Comes in Many Forms 55

The Audacity of Simplicity 65

The Light which Difference Brings to Marketing 77

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Jonathan Cahill has had extensive experience in advertising, research and marketing and successfully developed and marketed his own brand. He has previously written Igniting the Brand: Strategies which shot Brands to Success and Marketing Rethink: Reassessing the Roots, Practice and Diversions of Marketing. Jonathan provides consultancy through his company Z Limited, as well as writing articles which have been published in the UK and Australia on the marketing of wine. He is currently a lecturer in Marketing at the Westminster Business School.