Stand-out Marketing: How to Differentiate Your Organization in a Sea of Sameness

Description: Stand-out Marketing by Stacey Danheiser, Dr Simon Kelly, Dr Paul Johnston Presents original research documenting the size and nature of the sea of sameness customers face, and delivers a framework of strategic marketing competencies to help organizations differentiate themselves and deliver value. FORMAT Paperback LANGUAGE English CONDITION Brand New Publisher Description "How do we get customers to choose us over our competitors?"In a crowded market its 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. Author Biography 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. Table of Contents Chapter - 01: B2B organizations are stuck in a Sea of Sameness;Chapter - 02: Why does sameness happen in B2B marketing?;Chapter - 03: The V.A.L.U.E. competency framework – core competencies for B2B differentiation;Chapter - 04: The role of sales and marketing in B2B organizations – what is important?;Chapter - 05: The visionary – competencies for seeing the next competitive move;Chapter - 06: The activator – competencies for getting things done;Chapter - 07: The learner – competencies for staying in tune with your customers;Chapter - 08: Usefulness – competencies for becoming indispensable to your customers;Chapter - 09: The evaluator – competencies for making good decisions;Chapter - 10: Building a V.A.L.U.E. competency culture;Chapter - 11: Using V.A.L.U.E. competencies to stand out from your competitors; Review "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 *"Its increasingly hard for businesses to differentiate themselves in todays 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 dont 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 * Review Text "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." Review Quote "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." Promotional "Headline" Presents fascinating original research comparing the websites and social media feeds of over 30 organizations from various sectors, proving how consumers are dealing with a sea of sameness with many of them saying the same thing Feature * Presents fascinating original research comparing the websites and social media feeds of over 30 organizations from various sectors, proving how consumers are dealing with a sea of sameness with many of them saying the same thing; * Offers a clear, seven-step, values-based framework that will help organizations break away and differentiate themselves from the competition; * Helps companies identify the exact capabilities, attitudes and behaviours that need to be adjusted to escape the herd instinct, enabling them to meet consumers needs more effectively, and therefore stand out from the competition; * Helps organizations create differential value for their customers, by re-focusing on the consumer and the kinds of solutions they want, rather than the kinds of solutions the organization has traditionally offered Details ISBN1789664829 Author Dr Paul Johnston Language English Year 2020 ISBN-10 1789664829 ISBN-13 9781789664829 Format Paperback Subtitle How to Differentiate Your Organization in a Sea of Sameness DEWEY 658.8 Short Title Stand-Out Marketing Pages 264 Publisher Kogan Page Ltd Publication Date 2020-12-03 UK Release Date 2020-12-03 Imprint Kogan Page Ltd Place of Publication London Country of Publication United Kingdom AU Release Date 2020-12-03 NZ Release Date 2020-12-03 Illustrator Brenda Lee Edited by Shazad APMG Birth 1706 Death 1790 Affiliation Adjunct Faculty Pennsylvania College of Optometry Philadelphia Chief of Low Vision Services Department of Ophthalmology Allegheny General Hospital Pittsburgh Pa Position Customer Qualifications DVM PhD Alternative 9781789664843 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. 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