Sinossi
'Offensive marketing' is a set of attitudes and methods that enable a company to innovate continually, to plan what is best for themselves rather than following competitors, to respond to competitive moves by counter attack and not by imitation. Davidson characterises good marketing as P-O-I-S-E: "Profitable, Offensive, Integrated, Strategic, and Effectively executed". This book is a substantially revised edition of Davidson's previous book, Offensive Marketing, and shows how to achieve tomorrow's best practice today, and how to make your competitors followers.
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Informazioni sull?autore
HUGH DAVIDSON is currently Chairman of Oxford Corporate Consultants, a marketing-led management consulting firm. During his consultancy career he has conducted projects for H. J. Heinz, Volkswagen, Shell and Unilever. He is also a Fellow of the Institute of Marketing and of the Marketing Society. He has contributed articles to many publications, and his previous book, Offensive Marketing, is also available in Penguin.
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