Description
Product ID: | 9780749481124 |
Product Form: | Paperback / softback |
Country of Manufacture: | GB |
Title: | The Marketing Complex |
Subtitle: | Why Modern Marketers Need to Manage Multiplicity |
Authors: | Author: Giles Lury |
Page Count: | 192 |
Subjects: | Business innovation, Business innovation, Sales and marketing management, Sales and marketing, Sales & marketing management, Sales & marketing |
Description: | Select Guide Rating Benefit from a unique examination of the over-simplification of marketing, and learn how to take a more multi-dimensional approach to branding. Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as ''What is the brand message?'' or ''What is the USP?'' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories, consumer groups and categories. Therefore, to boil a branding message down into a single sentence or USP severely limits a brand''s potential scope. After all, a brand is like a person, and a person could never be accurately described in a single sentence. |
Imprint Name: | Kogan Page Ltd |
Publisher Name: | Kogan Page Ltd |
Country of Publication: | GB |
Publishing Date: | 2017-09-03 |