Cambridge Review Publishing

THE COMPETITIVE POSITIONING COMPASS

 

NAVIGATING VALUE DOMAINS AND BUYER PSYCHOLOGY FOR UNDISPUTED MARKET LEADERSHIP

 

(MARKETING & GROWTH)

 

WRITTEN BY: CAMBRIDGE REVIEW PUBLISHING

 

 

ABOUT THIS BOOK

This book has been crafted by integrating the insights and expertise of numerous renowned international specialists in the field. Rather than relying on a single or average source, it draws from a rich combination of premium, authoritative perspectives, ensuring that readers gain access to the highest quality knowledge available.

 

 

CONTENT:

Defining The Battle: The Crucial Role Of Competition In High-Tech Marketing

Competition As A Fundamental Condition For Purchase In Mainstream Markets

Introducing The Competitive Positioning Compass: A Framework For Value Profiling

The Four Domains Of Value: Technology, Product, Market, And Company

Buyer Orientation: Navigating Specialists And Generalists

Buyer Attitude: From Skepticism To Support

Natural Marketing Rhythms: Early Market And Mainstream Market Development

The Chasm Transition: An Unnatural Shift In Value Perception

From Product-Centric To Market-Centric Values For Chasm Crossing

Creating The Competition: Leveraging Market And Product Alternatives

Successful Competitive Creation: The Examples Of Box And Workday

The Consequences Of Failure: Lessons From Segway And Better Place

Positioning: The Art Of Making Products Easy To Buy

The Four Stages Of Positioning: Tailoring Messages To Adoption Types

The Shifting Burden Of Proof: Evidence And Communication For Each Stage

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