Offensive Marketing

Offensive Marketing places marketing in the context of tomorrow, where attitudes and Emotional Intelligence are as important as IQ; where consumers demand honesty and transparency; where customer trust is at a low, yet access to hard information through the internet is at an all-time high; where consumer power is growing by leaps and bounds and satisfying them is the key success factor for every company; where price increases have to be earned; and where the attitudes and values of companies are continually under the microscope. Offensive Marketing is a set of consumer and profit-oriented approaches that lead to winning strategies, executed with flair. It means leading the way and turning competitors into followers.

Offensive Marketing is the best source for competitive people who are serious about strengthening their marketing skills, whether they are CEOs, CFOs, or marketing professionals. With more than 100,000 copies sold worldwide, the authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. Globally regarded as a marketing must-have, this book imparts practical learning, to communicate leading-edge approaches, and to stimulate new thinking.

1. The Offensive Marketing Approach: POISE
2. Profitable: The "P" of POISE
3. Offensive Vision and Attitudes: The "O" of POISE
4. Integrated Marketing Approach: The "I" of POISE
5. Strategic Offensive Business Analysis: The "S" of POISE
6. Anticipating the Future: Strategy Revisited
7. Developing Winning Strategies
8. Offensive Marketing Planning
9. Effective Execution: The "E" of POISE Offensive Market Segmentation
10. Offensive Brand Development: Effective Execution Revisited
11. Offensive Approach: New Product and Service Development
12. Offensive Communications
13. Offensive Market Research
14. Offensive Pricing
15. Offensive Channel Marketing

• Post-Script: Offensive Marketing: The Way Ahead

Sometimes you happens across books you wish you had during your education. This is one of them!

Introducing the POISE model (yet-another-acronym, but I forgive them, as it is useful), this book takes a fresh look at the Marketing world and goes through it with fresh eyes. And manages to add a lot of structure and understanding to the reader in the meantime. Only complaint is that I would like even more (yeah, I'll buy any sequel or new edition, call me a sucker!).

Really recommended reading, for students as well as practitioners.