03337nam 2200709Ia 450 991082803010332120200520144314.097866126539959781119199939111919993X9781282653993128265399797804708775170470877510(CKB)2670000000031987(EBL)547182(OCoLC)656365669(SSID)ssj0000425760(PQKBManifestationID)11297716(PQKBTitleCode)TC0000425760(PQKBWorkID)10368487(PQKB)11393792(Au-PeEL)EBL547182(CaPaEBR)ebr10399050(CaONFJC)MIL265399(CaSebORM)9780470587157(MiAaPQ)EBC547182(OCoLC)679602769(OCoLC)ocn679602769 (EXLCZ)99267000000003198720100521d2010 uy 0engur|n|---|||||txtccrPositioning for professionals how professional knowledge firms can differentiate their way to success /Tim Williams1st editionHoboken, N.J. Wileyc20101 online resource (211 p.)Wiley advisorIncludes index.9780470587157 0470587156 Includes bibliographical references (p. 173-178) and index.Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success; Contents; Introduction; Chapter 1: Size Is Not a Strategy; Chapter 2: How and Why Brands Become Homogenized; Chapter 3: The Mature Company's Identity Crisis; Chapter 4: Expanding Your Business By Narrowing Your Focus; Chapter 5: Positioning as the Centerpiece of Business Strategy; Chapter 6: Building Brand Boundaries; Chapter 7: Validating Your Value Proposition; Chapter 8: Without Execution, There Is No Strategy; Chapter 9: Getting Paid for Creating ValueChapter 10: A New and Better Way to Price Professional ServicesAppendix A: The Before-and-After Survey; Appendix B: More Ways to Differentiate Your Brand; Appendix C: Indicators of the Firm's Success; Notes; About the Author; IndexIt's not the best companies that prevail in the marketplace, but rather the best brands. The goal of business strategy is not just to be better, but different. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture. Positioning for Professionals shows 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 becWiley advisor.Branding (Marketing)Success in businessBranding (Marketing)Success in business.658.8/27Williams Tim1954-309408MiAaPQMiAaPQMiAaPQBOOK9910828030103321Positioning for professionals4119553UNINA