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Positioning for Professionals
Hardcover
Series: Wiley Professional Advisory Services, Book 6
Publisher Price: $47.00
ISBN13: 9780470587157
Publisher: John Wiley & Sons
Published: Aug 9 2010
Pages: 208
Weight: 0.85
Height: 0.90 Width: 6.00 Depth: 9.10
Language: English
Positioning for Professionalsshows 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 become homogenized
- Why standing for everything is the same as standing for nothing
- Why there's no such thing as full service
- Deep and narrow as a strategic imperative
- Why it's better to be a profit leader than a market leader
- Differentiation and price premiums
- How to map your brand on the matrix of relevance and differentiation
- How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best
Based on the proven premise that the most profitable business strategy is not to aim at the center of the market, but rather at the edges, Positioning for Professionals is written for leaders, managers, and other senior executives of service companies in with a particular emphasis on professional service firms.
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