Positioning for professionals : how professional knowledge firms can differentiate their way to success / Tim Williams.

Format:

Book

Author/Creator:

Williams, Tim, 1954-

Series:

Wiley advisor.

Wiley advisor

Language:

English

Subjects (All):

Branding (Marketing).

Success in business.

Physical Description:

1 online resource (211 p.)

Edition:

1st edition

Place of Publication:

Hoboken, N.J. : Wiley, c2010.

Language Note:

English

System Details:

text file

Summary:

It's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. Positioning for Professionals shows how a well-defined value proposition can help professional service firms create their own success instead of copying the success of others, including such concepts as: How and why professional service brands bec

Contents:

Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success; Contents; Introduction; Chapter 1: Size Is Not a Strategy; Chapter 2: How and Why Brands Become Homogenized; Chapter 3: The Mature Company's Identity Crisis; Chapter 4: Expanding Your Business By Narrowing Your Focus; Chapter 5: Positioning as the Centerpiece of Business Strategy; Chapter 6: Building Brand Boundaries; Chapter 7: Validating Your Value Proposition; Chapter 8: Without Execution, There Is No Strategy; Chapter 9: Getting Paid for Creating Value

Chapter 10: A New and Better Way to Price Professional ServicesAppendix A: The Before-and-After Survey; Appendix B: More Ways to Differentiate Your Brand; Appendix C: Indicators of the Firm's Success; Notes; About the Author; Index

Notes:

Includes bibliographical references (p. 173-178) and index.

Includes index.

ISBN:

9786612653995

9781119199939

111919993X

9781282653993

1282653997

9780470877517

0470877510

OCLC:

656365669