Positioning for Advantage

Techniques and Strategies to Grow Brand Value

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Columbia University Press
Columbia Business School Publishing
Pub Date

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Description

Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension better than other brands. These brands...

Advance Praise

"Whitler not only fills the theory-practice gap in marketing strategy with a hands-on focus on building marketing skills around key tools, but goes beyond descriptions to guide readers on broader...

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