Most of us have an intuitive sense of superior branding. We prefer to purchase brands we find distinctive—that deliver on some important, relevant dimension b

This second edition of Brand Positioning helps marketing and advertising professionals differentiate their product and give it a distinct advantage in an overcr

In this breakthrough book, marketing expert Austin McGhie urges readers to set aside their obsession with "branding" and instead focus on the real work of marke

Now beyond its eleventh printing and translated into twelve languages, Michael Porter’s The Competitive Advantage of Nations has changed completely our concep

Conventional wisdom on strategy is no longer a reliable guide. In Essential Advantage, Booz & Company's Cesare Mainardi and Paul Leinwand maintain that success