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 b

This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcr

In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marke

This book contains a simple but powerful definition of services based upon a separation between back-stage and front-stage activities. Services deal with front

Now beyond its eleventh printing and translated into twelve languages, Michael Porter’s The Competitive Advantage of Nations has changed completely our concep