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Marketing Strategy in Play by Mark Hill

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Chapter 4

The Questioning Difference in Play (Action)

Questioning Techniques

The previous chapter outlined some of the parameters of Difference all marketers must deal with daily in one form or another. In bringing them to the foreground, we are in a better position to develop questioning techniques that, if adopted, can facilitate the marketer’s effort in making the differences that matter for an organization and are needed for it to be successful as an ongoing entity within the marketplace. The following questioning techniques are based on the ideas developed in the previous chapters, putting them into play and, more explicitly, illustrating marketing at play. The play concept here infers the openness, fluidity, and malleability of marketing ...

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