书目

PositioningforProfessionals[明确你的焦点：通过做你做得最好的事情发展专业服务公司+网站]

  • 作者 Tim Williams著
  • 出版社 Wiley
  • 出版时间 2010年7月
  • ISBN 9780470587157
  • 定价 663.80

内容简介

It'snotthebestcompaniesthatprevailinthemarketplace,butratherthebestbrands.Thegoalofbusinessstrategyisnotjusttobebetter,butdifferent.Learnhowtobuildadifferentiatingvaluepropositionbyclearlyandcarefullydefiningyourbrandboundaries:Calling,Competencies,Customers,andCulture.PositioningforProfessionalsshowshowawell-definedvaluepropositioncanhelpprofessionalservicefirmscreatetheirownsuccessinsteadofcopyingthesuccessofothers,includingsuchconceptsas:HowandwhyprofessionalservicebrandsbecomehomogenizedWhystandingforeverythingisthesameasstandingfornothingWhythere'snosuchthingasfullserviceDeepandnarrowasastrategicimperativeWhyit'sbettertobeaprofitleaderthanamarketleaderDifferentiationandpricepremiumsHowtomapyourbrandonthematrixofrelevanceanddifferentiationHowtodefineavaluepropositionthatwillmakeyourfirmintenselyappealingtothecustomerswhowantyouforwhatyoudobestBasedontheprovenpremisethatthemostprofitablebusinessstrategyisnottoaimatthecenterofthemarket,butratherattheedges,PositioningforProfessionalsiswrittenforleaders,managers,andotherseniorexecutivesofservicecompaniesinwithaparticularemphasisonprofessionalservicefirms.

作者简介

TIMWILLIAMSleadsIgnitionConsultingGroup(www.ignitiongroup.com),abusinessconsultancydevotedtohelpingprofessionalknowledgefirmscreateandcapturemorevalue.Asarecognizedthoughtleaderinmarketing,Timisafrequentspeakerformarketingandbusinessorganizationsworldwide.HeisaregularcontributortobusinessandprofessionalpublicationsandisauthorofTakeaStandforYourBrand,rankedbyAmazonasoneofthetoptenbooksonbrandbuilding.Asanadviserindevelopingprofessionalservicebrands,Timhasworkedwithbothlargeandsmallprofessionalservicefirms—mostnotablyadvertisingagenciesandothermarketingcommunicationsfirms—inboththeU.S.andabroad.HebeganhiscareeronMadisonAvenueworkingforlargemultinationaladvertisingagenciesandlaterservedaspresidentandownerofseveralmidsizeindependentfirms.

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