The Marketing Complex: Why Modern Marketers Need to Manage Multiplicity

by Giles Lury

Many marketers spend their days continually reducing brand positioning into single sentences to answer questions such as 'What is the brand message?' or 'What is the USP?' This tendency to perpetually condense and simplify is a carry-over from a long-gone era when products and services remained static, and changes in platforms happened much more slowly. Today, however, the reality is that brands are infinitely more complex, and span territories,...

• Format: Paperback
• Language: English
• ISBN: 0749481129
• ISBN13: 9780749481124
• Release Date: September 2017
• Publisher: Kogan Page
• Length: 192 Pages
• Weight: 0.66 lbs.
• Dimensions: 0.4" x 6.1" x 9.3"