From the Publisher
“Vintage Marketing Differentiation offers a fascinating historical collection of marketing innovations. The authors have coupled a serious avocation - collecting and cataloguing marketing artifacts - with a marketing perspective, and present a comprehensive taxonomy. They describe the origins and creative marketing programs of such familiar brands as Singer, Gillette, Heinz, Fuller Brush, Quaker Oats, and dozens of others. A generous selection of illustrations and photographs bring these brands and their evolution to life. In addition to countless “Wow, I never knew that!” moments, the reader is also reminded that many popular differentiation strategies have long histories. The book represents a tool-kit for practitioners that spans the 4-Ps with differentiation strategies and practices that have withstood the tests of both time and market dynamics.” (Jim Brock, Dean Emeritus, School of Business, Pacific Lutheran University, USA)
“Williams and Williams have managed to beautifully capture the evolution of the most revolutionary brands in US history through their wonderful book, Vintage Marketing Differentiation. In using historical cases and linking this to modern theoretical marketing concepts, they provide students with the opportunity to understand the significance of brand evolution using vintage artifacts bringing together the past with the present.” (Emma Fleck, Associate Professor of Management, Susquehanna University, USA)
“Through historical examples the authors explain the marketing differentiation process and provide strategic insights for current and future entrepreneurs and entrepreneurs. The focus on “authenticity and value” through the lens of the sixteen vintage strategies is as relevant today as it was when the strategies were created. From students to marketing professionals, this is a book that will capture your imagination and spark your creative inner marketer.” (Marsha Kelliher, Dean, Sigmund Weis School of Business, Susquehanna University)
