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Brand relevance : making competitors irrelevant /
"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
San Francisco, CA :
Jossey-Bass,
©2011.
|
| Edición: | 1st ed. |
| Colección: | Jossey-Bass business & management series.
|
| Temas: | |
| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
MARC
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| 100 | 1 | |a Aaker, David A. | |
| 245 | 1 | 0 | |a Brand relevance : |b making competitors irrelevant / |c David A. Aaker. |
| 250 | |a 1st ed. | ||
| 260 | |a San Francisco, CA : |b Jossey-Bass, |c ©2011. | ||
| 300 | |a 1 online resource (xvi, 381 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 490 | 1 | |a The Jossey-Bass business & management series | |
| 505 | 0 | |a Winning the brand relevance battle -- Understanding brand relevance: categorizing, framing, consideration, and measurement -- Changing the retail landscape -- Market dynamics in the automobile industry -- The food industry adapts -- Finding new concepts -- Evaluation -- Defining and managing the category or subcategory -- Creating barriers: sustaining the differentiation -- Gaining and maintaining relevance in the face of market dynamics -- The innovative organization. | |
| 520 | |a "Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"-- |c Provided by publisher | ||
| 504 | |a Includes bibliographical references and index. | ||
| 588 | 0 | |a Print version record. | |
| 542 | |f Copyright © Jossey-Bass |g 2011 | ||
| 546 | |a English. | ||
| 590 | |a O'Reilly |b O'Reilly Online Learning: Academic/Public Library Edition | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Technological innovations. | |
| 650 | 6 | |a Produits de marque. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Innovations. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a Brand name products |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Technological innovations |2 fast | |
| 650 | 7 | |a Märkesvaror. |2 sao | |
| 650 | 7 | |a Säljfrämjande åtgärder. |2 sao | |
| 650 | 7 | |a Brands. |2 shbe | |
| 650 | 7 | |a Branding. |2 shbe | |
| 650 | 7 | |a Sales methods. |2 shbe | |
| 650 | 7 | |a Technological innovations. |2 shbe | |
| 776 | 0 | 8 | |i Print version: |a Aaker, David A. |t Brand relevance. |b 1st ed. |d San Francisco, CA : Jossey-Bass, ©2011 |z 9780470613580 |w (DLC) 2010036007 |w (OCoLC)650215085 |
| 830 | 0 | |a Jossey-Bass business & management series. | |
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