Positioning for professionals: how professional knowledge firms can differentiate their way to success

Brands evolve and it's virtually inevitable that brands and companies become more and more alike. In service businesses, features and benefits are mostly copied rather than invented. This book shows that a successful business is based on both a differentiating value proposition and the ability to execute it well. The book teaches the practices, the process for discovering and defining your focus and shows how to clarify the brand's value by thinking through the boundaries of the brand: Calling, Competencies, Customers, and Compensation.

• ISBN: 978-0-470-58715-7
• Editorial: John Wiley & Sons
• Encuadernacion: Cartoné
• Páginas: 208
• Fecha Publicación: 18/08/2010
• Nº Volúmenes: 1
• Idioma: Inglés