{"product_id":"9781599323275","title":"BRAND is a four letter word: Positioning and The Real Art of Marketing","description":"\u003cp\u003eIn this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with “branding” and instead focus on the real work of marketing: positioning. In fact, McGhie believes there’s no marketing problem or opportunity that can’t be framed as a positioning exercise. He argues that brands are a marketplace response, not a marketer’s stimulus; if that response from the audience is simple, clear and on strategy, marketers can build a brand.\u003c\/p\u003e\u003cp\u003eDrawing on his 30-year career working with some of world’s best-known brands, including Disney, ESPN, Nike, Google, Visa, Expedia, Best Buy, Microsoft, Anheuser-Busch, Abbott and YouTube, McGhie tackles the strategic essence of positioning and creating differentiated advantage. He deftly weaves the positioning discussion throughout the book with a series of real-life anecdotes to deliver a crisp, clear view of what it means to build a brand. McGhie has written a practical book that will guide and inspire marketers and in turn help them guide and inspire their audiences.\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e","brand":"Advantage Media Group","offers":[{"title":"Default Title","offer_id":47056209576176,"sku":"9781599323275","price":25.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9781599323275_p0.jpg?v=1763813281","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9781599323275","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}