Brand relevance : making competitors irrelevant /

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"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...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Aaker, David A.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: San Francisco, CA : Jossey-Bass, ©2011.
Edición:1st ed.
Colección:Jossey-Bass business & management series.
Temas:
Brand name products.
Branding (Marketing)
Technological innovations.
Produits de marque.
Stratégie de marque.
Innovations.
branding.
BUSINESS & ECONOMICS > Advertising & Promotion.
Brand name products
Technological innovations
Märkesvaror.
Säljfrämjande åtgärder.
Brands.
Branding.
Sales methods.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • 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.

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