Stand-Out Marketing: How to Differentiate Your Organization in a Sea of Sameness

Simon Kelly, Paul Johnston, Stacey Danheiser

When it comes to buying a mobile phone, choosing a university, selecting a software system, or making any other purchase in a crowded marketplace, many consumers feel they are faced with a 'sea of sameness'.

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Book Information

Publisher: Kogan Page
Publish Date: 12/29/2020
Pages: 264
ISBN-13: 9781789664843
ISBN-10: 1789664845
Language: English

Full Description

When it comes to buying a mobile phone, choosing a university, selecting a software system, or making any other purchase in a crowded marketplace, many consumers feel they are faced with a 'sea of sameness'. The websites and social media streams of the various companies all seem to blur into one, with the same phrases and promises repeated over and over again. Stand-out Marketing presents original research which compares the content produced by over 30 organizations in leading sectors to quantify this effect, proving not only that the 'sea of sameness' exists, but documenting its precise size and nature. On the back of this unique and fascinating research, Stand-out Marketing traces the problem back to its roots and offers a proven, seven-step framework to help companies rise above it and differentiate themselves from the competition. By re-focusing on the customer and their needs, and re-shaping the capabilities, attitudes and behaviours of the organization accordingly, the framework will help companies stand out and deliver genuine value. Over time, this value will convert to growth and profits for any business.

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