The Marketing Complex: Why Modern Marketers Need to Manage Multiplicity

The Marketing Complex: Why Modern Marketers Need to Manage Multiplicity

by Giles Lury

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Product Details

ISBN-13: 9780749481124
Publisher: Kogan Page, Ltd.
Publication date: 09/28/2017
Pages: 192
Sales rank: 1,250,990
Product dimensions: 6.10(w) x 9.10(h) x 0.70(d)

About the Author

Giles Lury is a Director of leading brand consultancy, The Value Engineers, and leading author on marketing. He has worked in advertising, market research, packaging design, corporate identity and brand consultancy. He specialises in brand positioning, brand architecture and innovation. Giles has won two IPA Advertising Effectiveness Awards and a gold award at the AMSO Research Effectiveness Awards.

Table of Contents

** Chapter - 01: The Siren Call of Simplicity; ** Chapter - 02: A New Brandscape; ** Chapter - 03: An Abdication of Responsibility; ** Chapter - 04: Proposition and Positioning, Marketing and Branding; ** Chapter - 05: The Need to Manage Multiplicity; ** Chapter - 06: Re-Positioning Positioning – Philosophy and Propositions; ** Chapter - 07: The Difference Between Values and Principles; ** Chapter - 08: The Framework for Managing Multiplicity; ** Chapter - 09: The Right Mind-Set; ** Chapter - 10: What’s Next?

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