Even More Offensive Marketing: An Exhilarating Action Guide to Winning in Business

'Offensive marketing' is a set of attitudes and methods that enable a company to innovate continually, to plan what is best for themselves rather than following competitors, to respond to competitive moves by counter attack and not by imitation. Davidson characterises good marketing as P-O-I-S-E: "Profitable, Offensive, Integrated, Strategic, and Effectively executed". This book is a substantially revised edition of Davidson's previous book, Offensive Marketing, and shows how to achieve tomorrow's best practice today, and how to make your competitors followers.