Offensive Marketing

1st Edition

An Action Guide to Gaining Competitive Advantage

Authors: Warren Keegan Hugh Davidson
Paperback ISBN: 9780750674591
Imprint: Butterworth-Heinemann
Published Date: 1st January 2003
Page Count: 414


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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.

Key Features

  • Revolutionary approach to marketing, now revised for a North American audience
  • Authors are leading experts and use international and US case studies to illustrate best practices
  • Practical, leading-edge guide to five key principles of effective marketing: POISE


Senior management in strategy, marketing, and general management

Table of Contents

The Offensive Marketing Approach: POISE; How Offensive Marketing Builds Above-Average Profits; Offensive Vision and Attitudes; The Integrated Marketing Approach; Business Analysis; Developing a Distinctive View of the Future; Developing Winning Strategies; Marketing Planning; Segmentation; Brand Development; New Product and Service Development; Communications; Market Research; Pricing, Channel Marketing; Post Script: Offensive Marketing: The Way Ahead


No. of pages:
© Butterworth-Heinemann 2003
Paperback ISBN:

About the Author

Warren Keegan

Professor of marketing and international business at Pace University’s Lubin School of Business in New York, where he also serves as the director of the Center for Global Business Strategy. Dr. Keegan is the president of Warren Keegan Associates, Inc., a firm that focuses on marketing and global strategic management.

Affiliations and Expertise

Professor of Marketing & International Business and Director of the Center for Global Business Strategy, Pace University, New York City

Hugh Davidson

Visiting Professor of Consumer Marketing, Cranfield University, UK. Fellow and past Chairman of the UK Marketing Society.

Affiliations and Expertise

Visiting Professor of Consumer Marketing, Cranfield University, UK. Fellow, past Chairman of UK Marketing Society.


"Warren Keegan and Hugh Davidson are reknowned all over the world for both their wisdom and their original thinking... I commend [this book] to everyone, young or old, who has an interest in best practice in marketing." - Professor Malcolm McDonald, Cranfield University School of Management "Offensive Marketing breaks new ground in getting to the heart of strategy marketing: the POISE model is a guide to offensive marketing in the best possible sense: more value for customers, and higher profits for marketers. The authors also underline the importance of de-marketing (yes, de-marketing)... to insure that that every reasonable step is taken limit the abuse and misuse of the company's product." — Hermawan Kartajaya, President, MarkPlus&Co and President, World Marketing Association "Offensive Marketing is written for anyone interested in short- and long-term development of the top and bottom lines in his or her P&L. This is no academic treatise limited to theory. POISE will become a more useful and meaningful word than ever as it unlocks the key to offensive marketing thinking and techniques. This volume is filled with useful and illuminating examples of real world marketing that demonstrates how the Offensive Marketing approach generates meaningful long-term results." — Michael Friedman, President and CEO, Purdue Pharma LP Reviews of previous editions of Offensive Marketing: "Practical wisdom in an inspired packaging." - Philip Kotler, Professor of Marketing, Northwestern "An absolute 'must read' for Directors, Marketers and Strategists." - Manfred Scheske, President, GlaxoSmithKline Consumer Healthcare, North America