{"product_id":"the-accidental-marketer-power-tools-for-people-who-find-themselves-in-marketing-roles-hardback-9781118797419","title":"The Accidental Marketer; Power Tools for People Who Find Themselves in Marketing Roles (Hardback) 9781118797419","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Accidental Marketer\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003ePower Tools for People Who Find Themselves in Marketing Roles\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eTom Spitale (Author), Mary Abbazia (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781118797419, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 7 May 2014\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e240 pages\u003cbr\u003e24.1 x 15.9 x 2.3 cm, 0.408 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cb\u003eA practical guide for inexperienced marketers who have to develop a marketing strategy\u003c\/b\u003e \u003cp\u003eWith technology being built into products of all kinds, many businesses are hiring scientists, engineers, and designers to fulfill strategic marketing and product management roles. \u003ci\u003eThe Accidental Marketer\u003c\/i\u003e is a practical guide for employees who are now responsible for developing strategy. These marketers will be able to immediately and successfully apply the ten tools featured in the book to create powerful strategies that increase sales and profits for any product in any industry.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eExplains how great marketers uncover insights about customers that competitors miss and use new insights to create a range of strategic options for their marketing plans\u003c\/li\u003e \u003cli\u003eShows how the best marketers execute their strategies through developing innovative branding and communication plans and value propositions\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003e\u003ci\u003eThe Accidental Marketer\u003c\/i\u003e allows any inexperienced marketer to step into a new role and develop an effective strategy.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xix\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 \u003c\/b\u003e\u003cb\u003eWho Moved My . . . Customer? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How can we detect shifts in decision-making power before our competitors do?\u003c\/p\u003e \u003cp\u003eFeatured Case: The Simple Concept behind Dell’s Success in the PC Market\u003c\/p\u003e \u003cp\u003ePower Tool: Influencer Map\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 \u003c\/b\u003e\u003cb\u003eThe Fountain from Which Great Marketing Flows 15\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How can we turn data into insights?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Holiday Inn Express Inspired\u003c\/p\u003e \u003cp\u003ePrice-Conscious Travelers to Pay More\u003c\/p\u003e \u003cp\u003ePower Tool: The Benefits Ladder\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3\u003c\/b\u003e are \u003cb\u003eYou Making Lukewarm Tea? 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How do we capitalize on differences in customers’ needs?\u003c\/p\u003e \u003cp\u003eFeatured Case: Quidel—How a Medical Diagnostics\u003c\/p\u003e \u003cp\u003eMarketer Blew Up Its Average Product and Got a Positive Result\u003c\/p\u003e \u003cp\u003ePower Tool: Needs-Based Segmentation\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 \u003c\/b\u003e\u003cb\u003eWhat Business\u003c\/b\u003e are \u003cb\u003eYou Really In? 57\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Questions: What business are we in? Who are our direct and indirect competitors?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Southwest Fooled Other Airlines into Thinking They Were the Competition\u003c\/p\u003e \u003cp\u003ePower Tools: Market Tree and Competitor Analysis\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 \u003c\/b\u003e\u003cb\u003eWho Do You Love? 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How do we align in determining which opportunities are most attractive to our organization?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Enterprise Picked Up the Number 1 Market Share in Rental Cars\u003c\/p\u003e \u003cp\u003ePower Tool: Segment Attractiveness\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 \u003c\/b\u003e\u003cb\u003eWhat Were They Smoking? 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: What are our strengths and weaknesses relative to customers’ other options (competitors)—through the eyes of our customers?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Using an Ability to Win Analysis Could Have Saved Volkswagen Millions\u003c\/p\u003e \u003cp\u003ePower Tool: Ability to Win\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 \u003c\/b\u003e\u003cb\u003eThe Magnetic Effect of Focus 115\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How do we prioritize and focus on the most important markets and segments?\u003c\/p\u003e \u003cp\u003eFeatured Case: Apple Demonstrates How Aiming at a Tight Target Leads to Massive Profits\u003c\/p\u003e \u003cp\u003ePower Tool: Strategic Position Analysis (SPA)—A.K.A. The Prioritizer\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 \u003c\/b\u003e\u003cb\u003eViva la Differentiation 131\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How can we “change the game” in our favor and maximize our potential in the market?\u003c\/p\u003e \u003cp\u003eFeatured Case: Three Differentiation Strategies, Including How Nike Convinced Us That Sneakers are a Fashion Item\u003c\/p\u003e \u003cp\u003ePower Tools: Differential Advantage with Future State Ability to Win\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 \u003c\/b\u003e\u003cb\u003eA Positioning Statement\u003c\/b\u003e is \u003cb\u003ea Terrible Thing to Waste 155\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: What image or perception do we want to own in the customer’s mind?\u003c\/p\u003e \u003cp\u003eFeatured Case: Understanding How the Mind Works to Powerfully Position Your Product\u003c\/p\u003e \u003cp\u003ePower Tool: Positioning Statement\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 \u003c\/b\u003e\u003cb\u003eReinventing a Commodity 173\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eKey Question: How should we develop our offer to make our positioning come alive?\u003c\/p\u003e \u003cp\u003eFeatured Case: How Starbucks is Able to Fetch $2.75 for an 8-Ounce Latte\u003c\/p\u003e \u003cp\u003ePower Tools: Value Proposition Idea Catcher and Perceived Value Analysis (PVA)\u003c\/p\u003e \u003cp\u003eClosing Remarks 197\u003c\/p\u003e \u003cp\u003eResources 201\u003c\/p\u003e \u003cp\u003eIndex 211\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52463033942296,"sku":"9781118797419","price":16.37,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781118797419_277323.jpg?v=1785546171","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-accidental-marketer-power-tools-for-people-who-find-themselves-in-marketing-roles-hardback-9781118797419","provider":"Freshly Printed Books","version":"1.0","type":"link"}