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The marketing complex : why modern marketers need to manage multiplicity

Author: Giles Lury
Publisher: London ; New York, NY : Kogan Page, 2017. ©2017
Series: Business professional collection
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Benefit from a unique examination of the over-simplification of marketing, and how marketers run the risk of blurring the line between simplifying and simplistic to the detriment of their brand.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Lury, Giles.
Marketing complex.
London ; New York : Kogan Page, [2017]
(DLC) 2017028570
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Giles Lury
ISBN: 9780749481131 0749481137
OCLC Number: 995018354
Description: 1 online resource (xiv, 178 pages).
Contents: Cover; Contents; Preface; Acknowledgements; Introduction; 01 The soundbite society; The growth of singularity; The classic brand model; The line extension trap; Singularization; But not any simpler; Managing multiplicity; In conclusion; Notes; 02 A newbrandscape; The spread of branding; Real-world branding; Virgin territory; Internal branding --
looking in as well as out; The media revolution; In conclusion; Notes; 03 An abdicationof responsibility; Long live the King; A half-truth becomes whole; Ownership and an enigmatic smile; That vision thing; In conclusion; Notes. 04 Propositionand positioning, marketingand brandingFuzzy thinking; Time waits for no man ... especially if he's a salesman; What's your position on positioning?; So the difference is ... ; The different roles of the customer; Working inside out; Brand, new thinking; In conclusion; Notes; 05 The needto managemultiplicity; Weaving it all together; Multiples of multiples; The branding thread; The media thread; The customer thread; The tapestry; Towards a definition of multiplicity; In conclusion; Notes; 06 A frameworkfor managingmultiplicity; Unfit for purpose; A new framework is required. The long-term brand philosophyA brand's DNA and the missing 5 per cent; The go-to-market propositions; A real-world example; In conclusion; Notes; 07 The 3Ps of brandphilosophy:Purpose, principlesand personality; On purpose; Can you have only one purpose?; Purpose, vision and mission; On principle; Personality; When more can be less; In conclusion; Notes; 08 Going tomarket: Brandpropositions; How would you sell a rainbow?; Going to market; Single-minded propositions; Powerful propositions; The same but different; Propositions come and go; What makes a good proposition? Coherent not consistentIn conclusion; Notes; 09 A new marketingmindset; Old habits die hard; Are you addicted to oversimplification?; The first step is to recognize the problem; Not pure and never simple; The old mindset; The new mindset; Notes; 10 Keeping it assimple as possible ... but not any simpler; Simple but not simplistic; Complexity is good; Marketing isn't branding; The consumer isn't always king; A framework not another model; Values have been devalued; Marketers need to kick their addiction; Notes; 11 What's next?; Not the beginning of the end but maybe the end of the beginning; Notes.
Series Title: Business professional collection
Responsibility: Giles Lury.

Abstract:

Benefit from a unique examination of the over-simplification of marketing, and learn how to take a more multi-dimensional approach to branding.  Read more...

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