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Making a Difference in Marketing
Af: Jonathan Cahill Engelsk Hardback
SPAR
kr 90
Making a Difference in Marketing
Af: Jonathan Cahill Engelsk Hardback

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".

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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".

Produktdetaljer
Sprog: Engelsk
Sider: 102
ISBN-13: 9781138036857
Indbinding: Hardback
Udgave:
ISBN-10: 1138036854
Kategori: Salg og marketing
Udg. Dato: 14 mar 2017
Længde: 0mm
Bredde: 216mm
Højde: 138mm
Oplagsdato: 14 mar 2017
Forfatter(e): Jonathan Cahill
Forfatter(e) Jonathan Cahill


Kategori Salg og marketing


Sprog Engelsk


Indbinding Hardback


Sider 102


Udgave


Længde 0mm


Bredde 216mm


Højde 138mm

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