Name: Get to Aha! (Pb) (en Inglés)
Price: 47330.00 CLP
Availability: InStock
Author: Cunningham, Andy
ISBN: 9781265773748

Formato

Libro Físico

Autor

Andy Cunningham

Editorial

McGraw-Hill Companies

Idioma

Inglés

N° páginas

272

Encuadernación

Tapa Blanda

Dimensiones

22.9 x 15.2 x 1.5 cm

Peso

0.37 kg.

ISBN13

9781265773748

Categorías

Gestión de proyectos de investigación y desarrollo
Mercado online

Get to Aha! (Pb) (en Inglés)

Andy Cunningham (Autor) · McGraw-Hill Companies · Tapa Blanda

Libro Físico

$ 47.330

$ 65.740

Ahorras: $ 18.410

28% descuento

Envío normal

Origen: Estados Unidos (Costos de importación incluídos en el precio)

Se enviará desde nuestra bodega entre el Martes 11 de Junio y el Viernes 21 de Junio.

Lo recibirás en cualquier lugar de Chile entre 1 y 3 días hábiles luego del envío.

Reseña del libro "Get to Aha! (Pb) (en Inglés)"

From the marketing strategist who helped Steve Jobs launch the original Apple Macintosh comes a groundbreaking guide to positioning any company for industry dominance Andy Cunningham has been at the forefront of tech and innovation since day one, and she's been helping companies create new product categories ever since. Now she reveals the winning framework she uses to transform markets and industries.Get to Aha! shows how to establish the kind of foundation world-class brands are built on. Too many business leaders fail to ask the most basic questions about their company--Who are we? And why do we matter?--before they leap right into branding. Big mistake. A company must first know itself (establish its position) before it can express its identity (execute its branding). There are three types of companies in the world, each with its own DNA: Mothers are customer-oriented, Mechanics are product-oriented, and Missionaries are concept-oriented―and it's absolutely critical for business leaders to know which type their company is to create an authentic and ultimately "sticky" position in the market. A company's DNA is the key to achieving this and with it, a competitive advantage. Why? Because if a Mechanic creates a marketing campaign based on its belief that it is a Missionary, the underlying positioning will not ring true and the company won't gain a foothold in the market. But if a company positions itself in alignment with its DNA, it will resonate authentically and establish its role and relevance even in the face of a major competitor.Get to Aha! presents a clear step-by-step framework that will help you determine your company's precise position in the marketing landscape, using Andy's DNA-based methodology. It takes you through the process of performing "genetic testing" on your company, examining the market through the six Cs of positioning, and developing your positioning statement--a rational, factual statement about your company's role and relevance. Then and only then can you create a branding and marketing strategy that will build market momentum and crush the competition. Trust Andy. Steve Jobs did.