chapter  1
36 Pages

The Offensive Marketing Approach: POISE

The five key principles of Offensive Marketing-Profitable, Offensive, Integrated, Strategic, and Effectively Executed, as summarized in the mnemonic POISE-provide the basis for this book and the roadmap for building an effective and successful marketing program across the organization and its partners. In particular, the element of “Integration” has become more relevant as communication and information technologies, the Internet, data base software, and multimedia have increased possibilities of connectivity and networking. In addition, there is growing recognition of the prime importance of “Effective Execution,” reflected in the growing popularity of balanced scorecard approaches to business. Chapter 1 defines Offensive Marketing, covers the need for it in today’s increasingly competitive marketplace, and outlines the five key principles of POISE, which the remainder of the book develops.