Offensive Marketing is the best source for competitive executives who are serious about strengthening their marketing skills and producing new outcomes. The authors bring the acclaimed POISE (Profitable, Offensive, Integrated, Strategic, Effectively Executed) framework to a North American audience. POISE brings together advances in strategy, innovation, and approach to produce a new level of effectiveness and market results. Extensively used by companies and individuals worldwide, this freshly adapted book is an essential resource for all marketing students and professionals interested in achievable strategies and profitable marketing.

Hugh Davidson, Warren J. Keegan, Elyse Arnow Brill

Chapter 1 The Offensive Marketing Approach: POISE; Chapter 2 Profitable: The "P" of POISE; Chapter 3 Offensive Vision and Attitudes: The "O" of POISE; Chapter 4 Integrated Marketing Approach: The "i" of POISE; Chapter 5 Strategic Offensive Business Analysis: The "s" in Poise; Chapter 6 Anticipating the Future: Strategy Revisited; Chapter 7 Developing Winning Strategies; Chapter 8 Offensive Marketing Planning; Chapter 9 Effective Execution: The "e" of Poise Offensive Market Segmentation; Chapter 10 Offensive Brand Development: Effective Execution Revisited; Chapter 11 Offensive Approach: New Product and Service Development; Chapter 12 Offensive Communications; Chapter 13 Offensive Market Research; Chapter 14 Offensive Pricing; Chapter 15 Offensive Channel Marketing;