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Purple Cow: Transform Your Business by Being Remarkable is a 2003 book by Seth Godin. [1] The book presents Godin's personal belief that creative advertising is less effective today because of clutter and advertising avoidance. The book advocates that companies produce remarkable products and target people who are likely to spread word of mouth ...
Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers or simply Crossing the Chasm (1991, revised 1999 and 2014), is a marketing book by Geoffrey A. Moore that examines the market dynamics faced by innovative new products, with a particular focus on the "chasm" or adoption gap that lies between early and mainstream markets.
Blue Ocean Strategy. Blue Ocean Strategy is a book published in 2005 written by W. Chan Kim and Renée Mauborgne, professors at INSEAD, [ 1] and the name of the marketing theory detailed on the book. They assert that these strategic moves create a leap in value for the company, its buyers, and its employees while unlocking new demand and making ...
A unique selling proposition (USP) refers to the unique benefit exhibited by a company, service, product or brand that enables it to stand out from competitors. [ 4] The unique selling proposition must be a feature that highlights product benefits that are meaningful to consumers. [ 5] USP focuses on explicit claims of uniqueness involving an ...
Occupation (s) Advertising executive, copywriter, speaker, author. Rory Sutherland (born 12 November 1965) [ 1] is a British advertising executive. He is the vice chairman of the Ogilvy & Mather group of companies. He writes a fortnightly column in The Spectator [ 2] and has written several books, including Alchemy: The Power of Ideas That Don ...
Three years later, in Capitalism, Socialism and Democracy, Schumpeter introduced the term "creative destruction", which he explicitly derived from Marxist thought (analysed extensively in Part I of the book) and used it to describe the disruptive process of transformation that accompanies such innovation:
e. Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. [ 1] It is a type of publicity. [ 2] The term was popularized by Jay Conrad Levinson 's 1984 book Guerrilla Marketing . Guerrilla marketing uses multiple techniques and practices in ...
The imprints were created in 2006 by the Beverly Hills-based parent consultancy which saw a need for both traditional and non-traditional book marketing. Both imprints focus primarily on non-fiction with exceptions made for unique and special fiction projects that can benefit from the company's unique marketing and promotional talents.
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