{"title":"Richard D Czerniawski","description":null,"products":[{"product_id":"competitive-positioning-book-richard-d-czerniawski-9781587769146","title":"Competitive Positioning","description":"It takes healthy brands to succeed in today's chaotic, fast-moving, competitive marketplace. Yet, marketers are confronted with, and their organizations are contributing to, an age of sameness, where products and services are virtually indistinguishable. The result is that customers are commoditizing categories and discriminating principally on price. Offering more and\/or enhanced features is not enough to win customers and create loyalty. \u003cp\u003e COMPETITIVE POSITIONING - BEST PRACTICES FOR CREATING BRAND LOYALTY empowers marketing managers by sharing proven principles, insights from leading marketing practitioners, practical tools, and real-world examples, all of which will help you to successfully build your brand a brand that will connect emotionally with the heart, and remain uppermost in your customers' minds. Step by step, you'll learn best practices that will enable you to develop a competitive positioning.\u003c\/p\u003e","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49560828641553,"sku":"GOR005998207","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ WELL_READ \/ SBYB","offer_id":50392082710801,"sku":"CIN158776914XA","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":50392085168401,"sku":"CIN158776914XG","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":52791684006161,"sku":"CIN158776914XVG","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/158776914X.jpg?v=1751444052"},{"product_id":"creating-brand-loyalty-book-richard-d-czerniawski-9780814405017","title":"Creating Brand Loyalty","description":"One of the most critical factors in the success of a product or service is having a powerful brand identity. This work shows advertising and marketing managers how they can be sure that their branding is effective by establishing an efficient and creative relationship with their ad agency. It provides managers with the four basics of highly successful advertising or branding, which are: establishing a strategic vision (the positioning) for the brand; providing clear ad development direction (based on consumer insight); nurturing an effective creative process; and coaching the ad agency to success.","brand":"WoB","offers":[{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":49650176688401,"sku":"GOR002259955","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0814405010.jpg?v=1750979792"},{"product_id":"creating-brand-loyalty-book-richard-d-czerniawski-9781587768149","title":"Creating Brand Loyalty","description":"The vast majority of ads are mediocre -- but don't blame it on your ad agency. Blame it on yourself. This is the eye-opening advice of advertising experts Czerniawski and Maloney. They explain that most ad and marketing managers don't understand their own responsibilities in the ad creation process -- or how to marriage the delicate relationship with their agency.","brand":"WoB","offers":[{"title":"US \/ WELL_READ \/ SBYB","offer_id":50383670640913,"sku":"CIN1587768143A","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50392053645585,"sku":"CIN1587768143VG","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"US \/ GOOD \/ SBYB","offer_id":51424481116433,"sku":"CIN1587768143G","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"GB \/ VERY_GOOD \/ INTERNAL","offer_id":52107966513425,"sku":"GOR002761038","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1587768143.jpg?v=1750926495"},{"product_id":"avoiding-critical-marketing-errors-book-richard-d-czerniawski-9781733260800","title":"Avoiding Critical Marketing Errors","description":null,"brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51048512160017,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51048515076369,"sku":"NIN9781733260800","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1733260803.jpg?v=1751184363"}],"url":"https:\/\/www.worldofbooks.com\/collections\/author-books-by-richard-d-czerniawski.oembed","provider":"World of Books ","version":"1.0","type":"link"}