Marketing strategy in play : questioning to create difference / Mark E. Hill.

Introduction -- Chapter 1. Marketing -- Chapter 2. Thinking and difference -- Chapter 3. Working within difference: the parameters -- Chapter 4. The questioning difference in play (action): questioning techniques -- Notes -- References -- Index.

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When marketers have a clear focus on the true task confronting them and are effective at it, then competition becomes a nonissue. What is the true task that alleviates the need for competition? Thinking about thinking is the process that challenges how we think about marketing and competition. The ideas presented in "Marketing Strategy in Play : Questioning to Create Difference" explain marketing thinking, how to cultivate it, and ultimately the ways in which marketplace differences are created. Rather than providing some formulaic series of marketing steps, processes, and models based on someone else's thinking, the focus here is on developing the practitioner's thinking. This provocative perspective requires deeper reading and thinking about many of the familiar notions found in marketing. For example, why compete? The book is written for serious practitioners interested in breaking from the familiar ways of doing things and in finding unique approaches to stimulate their own thinking effectively for any organization, large or small.

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