How do we get customers to choose us over our competitors? In a crowded market it's imperative to demonstrate that you understand what your customers value and can communicate how you can solve their problem better than the competition. Stand-out Marketing presents original research which compares the content produced by organizations in a range of sectors which demonstrates that customers are left swimming in a sea of sameness by copycat marketing that makes choice difficult. On the back of this unique and fascinating research, Stand-out Marketing sets out a framework of five competencies for business leaders, marketing and sales professionals to successfully differentiate themselves from competitors. These include seeing the next competitive move, staying in tune with your customers and becoming indispensable to them, activating and evaluating initiatives, as well as building an organizational culture which enables these competencies. Featuring interviews with industry experts, tools and exercises throughout, Stand-out Marketing is an essential resource to help companies stand out, deliver genuine value, and achieve competitive advantage.
Dr Simon Kelly is President of Shake Marketing, and was formerly Marketing Director (SVP) of British Telecom. He is also Senior Lecturer in Marketing at Sheffield Business School, and Lecturer in Marketing and Sales at University of York. Dr Paul Johnston is a senior lecturer in marketing and innovation at Nottingham Trent University. Stacey Danheiser is CEO and founder of Shake Marketing. She is also CEO and Course Creator for Customer Value Link.
Title: Stand-out Marketing: How to Differentiate Your Organization in a Sea of Sameness
Author: Danheiser, Stacey,Johnston, Paul,Kelly, Simon
ISBN: 9781789664829
Binding:
Publisher: Kogan Page Ltd
Publication Date: 2020-12-03
Number of Pages: 264
Weight: 0.4001 kg
Based on highly credible, thorough research, this pragmatic book deals with an age-old problem of how to give customers something of stand-out value that they are prepared to pay for. I commend it to you. * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management *
It's increasingly hard for businesses to differentiate themselves in today's hyper-crowded marketplace. Far too many companies are pumping out the same bland messages that fail to resonate with customers. This excellent book equips sales and marketing professionals with the capabilities to stand out in this 'sea of sameness'. * Nick de Cent, Editor-in-chief, The International Journal of Sales Transformation *
For organizations to stand out they need people to stand out. This book offers invaluable advice, based on credible research, about how your marketing and sales professionals excel now and into the future. * Clare Kemsley, Managing Director, Hays Marketing, UK and Ireland *
Makes you look in the mirror and identify some potentially uncomfortable truths, while providing some fantastic insights on sharpening your clarity and cut through to target customers. A book I would highly recommend and will often come back to. * Tom Craig, CEO, Craig Roxburgh Consulting *
Great to find a book that recognizes that to give customers something meaningfully different, you need the people competencies and the leadership to be able stand out from the crowd. A must-read for sales and marketing leaders who want to develop the talent to set their organization apart. * Andrew Crouch, CEO, UniTek Global Services *
The fact that organizations all seem to offer the same things that don't appear to help customers, often means customers are paralyzed as the choice becomes too difficult. If you want to find out how to help your organization develop the competency to swim away from this 'sea of sameness' and differentiate yourself, you must read this book! * Colin Shaw, CEO and Founder, Beyond Philosophy *
Top-performing companies that get ahead of the competition have great alignment between sales and marketing rooted in customer thinking. I commend this book as it provides great clarity for both marketing and sales leaders about the competencies required to develop and deliver outstanding customer value. * Andy McFarlane, Value Creation Executive, Telstra *
