Marketing Strategy in Play: Questioning to Create Difference
When marketers have a clear focus on the true task confronting them and are effective at it, then competition becomes a nonissue. What is the true task that alleviates the need for competition? Thinking about thinking is the process that challenges how we think about marketing and competition. T...
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| Tác giả chính: | |
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| Định dạng: | Sách |
| Ngôn ngữ: | English |
| Được phát hành: |
Business Expert
2012
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| Những chủ đề: | |
| Truy cập trực tuyến: | https://scholar.dlu.edu.vn/thuvienso/handle/DLU123456789/31120 |
| Các nhãn: |
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| Thư viện lưu trữ: | Thư viện Trường Đại học Đà Lạt |
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| Tóm tắt: | When marketers have a clear focus on the true task confronting them and
are effective at it, then competition becomes a nonissue. What is the true
task that alleviates the need for competition? Thinking about thinking is
the process that challenges how we think about marketing and competition.
The ideas presented in “Marketing Strategy in Play : Questioning to
Create Difference” explain marketing thinking, how to cultivate it, and
ultimately the ways in which marketplace differences are created. Rather
than providing some formulaic series of marketing steps, processes, and
models based on someone else’s thinking, the focus here is on developing
the practitioner’s thinking. This provocative perspective requires deeper
reading and thinking about many of the familiar notions found in marketing.
For example, why compete? The book is written for serious practitioners
interested in breaking from the familiar ways of doing things
and in fi nding unique approaches to stimulate their own thinking effectively
for any organization, large or small.
What will the reader take away from “Marketing Strategy in Play :
Questioning to Create Difference”? First, the book examines difference:
how marketing differences are created and how to be more effective at the
process of difference creation that can benefi t an organization; as such, difference
is explored at a level deep enough to understand its nature. Second,
it explains that marketing thinking is predicated upon a type of questioning
from which marketing differences (e.g., answers) originate. Third,
marketing is redefi ned as a way of thinking rather than as a discipline or
function. Fourth, the relationships among thinking, questioning, curiosity,
and difference are revealed for the purpose of developing ways in which the
marketer can become more effective at the game of marketing. Fifth, there
are many new and different notions offered in the book that can be understood
and used by practitioners in their own situations. Finally, questioning
techniques are discussed for strategy development purposes. |
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