Skip to main content
Elsevier

Offensive Marketing

An Action Guide to Gaining Competitive Advantage

  • 1st Edition - January 1, 2003
  • Latest edition
  • Authors: Hugh Davidson, Warren Keegan
  • Language: English

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the… Read more

Purchase options

Sorry, this title is not available for purchase in your country/region.

Description

Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results.

Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing.

Key features

* Revolutionary approach to marketing, now revised for a North American audience
* Authors are leading experts and use international and US case studies to illustrate best practices
* Practical, leading-edge guide to five key principles of effective marketing: POISE

Readership

Marketing professionals; MBA students

Table of contents

The Offensive Marketing Approach: POISE; How Offensive Marketing Builds Above-Average Profits; Offensive Vision and Attitudes; The Integrated Marketing Approach; Business Analysis; Developing a Distinctive View of the Future; Developing Winning Strategies; Marketing Planning; Segmentation; Brand Development; New Product and Service Development; Communications; Market Research; Pricing, Channel Marketing; Post Script: Offensive Marketing: The Way Ahead

Product details

  • Edition: 1
  • Latest edition
  • Published: January 1, 2003
  • Language: English

About the authors

HD

Hugh Davidson

Visiting Professor of Consumer Marketing, Cranfield University, UK. Fellow and past Chairman of the UK Marketing Society.
Affiliations and expertise
Visiting Professor of Consumer Marketing, Cranfield University, UK. Fellow, past Chairman of UK Marketing Society.

WK

Warren Keegan

Professor of marketing and international business at Pace University’s Lubin School of Business in New York, where he also serves as the director of the Center for Global Business Strategy. Dr. Keegan is the president of Warren Keegan Associates, Inc., a firm that focuses on marketing and global strategic management.
Affiliations and expertise
Professor of Marketing & International Business and Director of the Center for Global Business Strategy, Pace University, New York City

View book on ScienceDirect

Read Offensive Marketing on ScienceDirect