• Foreword Preface Part I: The Principles of Positioning
• 1: Great Marketing Starts with Great Positioning
• 2: Core DNA Matters
• 3: Genetic Testing The DNA Test The Genotype Test
• 4: The Six Cs of Positioning
• 5: Positioning and Message Architecture
• 6: Activation
• 7: Genetic Engineering 8:Cutting-Edge Revolutions Part II: Aha! in Action: The Practice of Positioning
• 9: Tile: Delivering Peace of Mind
• 10: BuildingConnected: Cutting Through the Noise
• 11: Addepar: Weapon of Choice
• 12: Synaptics: The Human Interface Revolution
• 13: Retrotope: The Next Big Thing
• 14: OpenGov: Charisma in Action Conclusion Acknowledgments Index.
• (source: Nielsen Book Data)

From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries. Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company-Who are we? And why do we matter?-before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding). There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented-and it's absolutely critical for business leaders to know which type their company is to create an authentic and ultimately "sticky" position in the market. A company's DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won't gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor. Get to Aha! presents a clear step-by-step framework that will help you determine your company's precise position in the marketing landscape, using Andy's DNA-based methodology. It takes you through the process of performing "genetic testing" on your company, examining the market through the six Cs of positioning, and developing your positioning statement-a rational, factual statement about your company's role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition. Trust Andy. Steve Jobs did.
(source: Nielsen Book Data)

• The marketing landscape
• Competing for attention
• Striking the right chord
• Above the noise.

Marketing today is out of control. With all the new marketing techniques accessible to the masses, it's becoming harder and harder to stand out from the crowd. The result is more and more messages, hitting us more often in new and more intrusive ways. For customers, it's a lot of noise. Through her work with a wide range of organizations from small companies to professional service providers to Fortune 500 companies, Linda Popky has developed Dynamic Market Leverage(TM), an approach to help cut through the clutter, stand out, and effectively build business. Marketing Above the Noise takes a contrarian approach by not focusing on social media, digital marketing, or other new tactics, and instead helping organizations understand: * The critical upfront work needed to really understand customers, markets and unmet needs * The value of consistent, focused messaging * Why empowering employees to effectively represent the brand is so critical * How to thrive in an age of user-generated content and customer driven marketing * Why it's key not to confuse selling with installing The book introduces the Dynamic Market Leverage Model, which measures marketing clout by looking at eight core marketing disciplines and five additional Leverage Factors that can help an organization focus on key aspects of their marketing function that will provide the most significant return on their marketing investment. Today's businesses need to stop trying to keep pace with the latest and greatest marketing tactics and instead focus on developing those long term strategies that build customer loyalty and convince prospects to buy. Yes, businesses need to be aware of and integrate new media and new approaches, but they need to do it in a way that makes sense for the business. They need to maintain a clear focus above the din of the roaring crowd--above the marketing fray. Most organizations don't have the luxury of being able to start from a clean slate to develop new marketing strategies. They have existing customers, existing channels and relationships, existing ways of doing business. With limited resources, they're not able to integrate every new tactic as it appears and they're not sure how to prioritize all of these options. What's needed is a timeless framework--a way of looking at marketing as tied to both business growth and the building and nurturing of ongoing customer engagement. It's time to move the focus from social media and evangelists, sales and marketing alignment, and the latest hot cloud-based marketing tools, to what really counts: convincing customers to trust you with their business--not just once, but time and time again.
(source: Nielsen Book Data)

• I: The shift from relative to absolute. From relative to absolute ; The decline of "irrationality" ; New patterns in consumer decision making ; Why we're bullish about absolute values
• II: How marketing changes forever. When brands mean less ; Satisfaction, loyalty, and the future of past experience ; Absolute diffusion : from Pinehurst to Pinterest ; Pointless positioning and persuasion
• III: A new framework. The influence mix ; Communication : match your customers' influence mix ; Market research : from predicting to tracking ; Segment evolution : from susceptible to savvy ; The future of the absolute ; Absolute business : a final word.

Absolute Value by Itamar Simonson has descriptive copy which is not yet available from the Publisher.
(source: Nielsen Book Data)

Esta obra es la recopilación de una serie de cápsulas transmitidas por radio a través de la estación Ultra 101.3. Conceptos claves, estrategias seguidas por empresas importantes, acciones concretas que el dueño de un negocio puede seguir, tendencias y recomendaciones son planteados por la autora en un lenguaje ágil y sencillo, de forma que cualquiera que nunca ha tenido contacto con este mundo pueda introducirse fácilmente en los recovecos de la mercadotecnia y de los negocios. El objetivo final: facilitar la toma de decisiones a cualquier persona que esté incursionando en este campo.

• INTRODUCTION
• Inside Marketing: Practices, Ideologies, Devices
• PART I: STUDYING MARKETING DIFFERENTLY
• 1. Marketing as a Monstrosity: the Impossible Place Between Culture and Economy
• 2. The Uses of Use Value: Marketing, Value Creation, and the Exigencies of Consumption Work
• 3. <"Market-things inside>": Insights from Progressive Grocer (United States, 1929-1959)
• PART II: MARKETING AS PERFORMANCE: TOOLS AND DEVICES
• 4. Convoking the Consumer in Person: The Focus Group Effect
• 5. Marketing as Surveillance: Assembling Consumers as Brands
• 6. Consumer Segmentation in Practice: An Ethnographic Account of Slippage
• 7. The Making of the Sensuous Consumer
• PART III: THE POLITICAL ECONOMY OF MARKETING PRACTICE
• 8. Modeling Blackness in Civil Rights America
• 9. Customer Co-Production from Social Factory to Brand: Learning from Italian Fashion
• 10. Flipping the Neighbourhood: Biopolitical Marketing as Value Creation for Condos and Lofts
• PART IV: THE DIFFUSION OF MARKETING IDEOLOGY AND ITS EFFECTS
• 11. Commercial Epistemologies of Childhood: 'Fun' and the Leveraging of Children's Subjectivities and Desires
• 12. Broadening the Marketing Concept: Service to Humanity, or Privatization of the Public Good?
• 13. Neoliberal Experiments: Social Marketing and the Governance of Populations
• 14. Mapping the Future of Consumers
• PART V: AFTERWORD
• The Marketing Reformation Redux.
• (source: Nielsen Book Data)

The intensification of marketing activities in recent years has led the public to become much more aware of its role as consumers. Yet, the increased visibility of marketing materials and associated messages in everyday life is in contrast with the often little understood inner workings of the marketing profession itself, despite the widespread recognition of marketers as key agents in shaping the face of global capitalism. Inside Marketing offers a theoretically informed critical perspective on contemporary marketing practice and its growing cultural, economic, and political influence worldwide. This book brings together leading scholars and practitioners from the fields of business, history, economic sociology, and cultural anthropology, to analyse the inner workings and outer effects of marketing as a material social practice, an ideology, and a technique. Their work raises some important and timely questions. How has marketing transformed the pharmaceutical industry and what are the consequences for our lives? How does marketing influence the way we think of progress and modernity? How has marketing changed the way we think of childhood? And how does marketing appropriate the creativity of consumers for profit? This book offers scholars, policy-makers, and practitioners a theoretical and conceptual understanding of how marketing works as a cultural institution and as an ideology.
(source: Nielsen Book Data)