October 2010
Intermediate to advanced
400 pages
34h 3m
English
book
Marketing Strategy from the Masters (Collection)
by Philip Kotler, Nancy Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, Joan Kiddon
Content preview from Marketing Strategy from the Masters (Collection)
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43. Positioning Strategy
The value proposition, positioning statement, and brand identity are three elements at the heart of your marketing plan. Everything you have learned about brand differentiation must now be expressed creatively in your marketing communication programs through these three elements. As Lynn Upshaw, author of Building Brand Identity, states so eloquently, positioning sets the direction for all further marketing activity:
“A brand’s positioning is the compass of its identity, pointing it toward the place where it can leverage the most power in the category in which it competes, and establish the most powerful leverage within the lives of its potential users. How a brand is recognized in the marketplace is based largely on ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.