Positioning is used in all forms of business and personal communication.
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Positioning: The Battle for Your Mind by Al Ries and Jack Troutĭescribes how to create a “position” in a prospective customer’s mind – one that reflects a company’s own strengths and weaknesses versus those of its competitors. Along the way, you’ll apply upstream marketing principles, and gain deep insight into your customers, distribution channels, partners, and core value proposition. Helps you understand, design, and implement game-changing business models – or improve existing ones. Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers by Alex Osterwalder and Yves Pigneur They realized that people won’t truly buy into a product, service, movement, or idea until they understand the why behind it. Tees up a fundamental question: Why are some people and organizations more innovative, more influential, and more profitable than others? Some of the most successful leaders in life and in business had had little in common, but they all started with why. Start with Why: How Great Leaders Inspire Everyone to Take Action by Simon Sinek
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Uses a strategy-as-choice approach to growth, including a series of cascading questions, like ‘where to play,’ and ‘how to win.’ The book draws heavily on the consumer products industry, though the principles also work in business-to-business settings. Playing to Win: How Strategy Really Works by A.G. Still, the lessons described are timeless. The criticism? Published over 20 years ago, some of the companies profiled are no longer in business. Is potentially the best business book ever written. Good to Great: Why Some Companies Make the Leap. Here is the list of best marketing books of all time: #1. Our focus is further upstream – on creating and capturing new market spaces and building strong brands. While digital marketing is a necessary part of marketing, it tends to be downstream in nature. One caveat: you won’t find titles here that focus exclusively on digital marketing. With the definition set, here is EquiBrand Consulting’s list of the top 10 marketing books that deliver on that objective. While there are literally hundreds of definitions of marketing, here’s a simple one that fits our purposes: Marketing is meeting wants and needs profitably. Most will agree marketing is a broad topic, involves both art and science, and covers a wide range of activities in growing a business. ASK A GROUP OF a half dozen marketers to define the term “marketing” and you’ll likely get a dozen or more answers.
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