THE COMPETITIVE POSITIONING COMPASS
NAVIGATING VALUE DOMAINS AND BUYER PSYCHOLOGY FOR UNDISPUTED MARKET LEADERSHIP
(MARKETING & GROWTH)
WRITTEN BY: CAMBRIDGE REVIEW PUBLISHING
ABOUT THIS BOOK
This book has been crafted by integrating the insights and expertise of numerous renowned international specialists in the field. Rather than relying on a single or average source, it draws from a rich combination of premium, authoritative perspectives, ensuring that readers gain access to the highest quality knowledge available.
CONTENT:
Defining The Battle: The Crucial Role Of Competition In High-Tech Marketing
Competition As A Fundamental Condition For Purchase In Mainstream Markets
Introducing The Competitive Positioning Compass: A Framework For Value Profiling
The Four Domains Of Value: Technology, Product, Market, And Company
Buyer Orientation: Navigating Specialists And Generalists
Buyer Attitude: From Skepticism To Support
Natural Marketing Rhythms: Early Market And Mainstream Market Development
The Chasm Transition: An Unnatural Shift In Value Perception
From Product-Centric To Market-Centric Values For Chasm Crossing
Creating The Competition: Leveraging Market And Product Alternatives
Successful Competitive Creation: The Examples Of Box And Workday
The Consequences Of Failure: Lessons From Segway And Better Place
Positioning: The Art Of Making Products Easy To Buy
The Four Stages Of Positioning: Tailoring Messages To Adoption Types
The Shifting Burden Of Proof: Evidence And Communication For Each Stage
