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

Making a Difference in Marketing

The Foundation of Competitive Advantage, 1st Edition

By Jonathan Cahill

Routledge

96 pages

Purchasing Options:$ = USD
Hardback: 9781138036857
pub: 2017-03-15
SAVE ~$14.00
$70.00
$56.00
x
eBook (VitalSource) : 9781315178257
pub: 2017-03-16
from $12.98


FREE Standard Shipping!

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:

Introduction

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

About the Author

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.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS016000
BUSINESS & ECONOMICS / Consumer Behavior
BUS043000
BUSINESS & ECONOMICS / Marketing / General