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Brand relevance : = making competitors irrelevant /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Brand relevance :/ David A. Aaker.
其他題名:	making competitors irrelevant /
作者:	Aaker, David A.
出版者:	San Francisco, CA :Jossey-Bass, : c2011.,
面頁冊數:	xvi, 381 p. :ill. ;24 cm.
內容註:	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.
標題:	Branding (Marketing) -
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-b.html
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-d.html
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html
ISBN:	9780470613580 (hbk.) :

Brand relevance : = making competitors irrelevant /
Aaker, David A.

Brand relevance :making competitors irrelevant /David A. Aaker. - 1st ed. - San Francisco, CA :Jossey-Bass,c2011. - xvi, 381 p. :ill. ;24 cm. - The Jossey-Bass business & management series. - Jossey-Bass business & management series..

Includes bibliographical references and index.

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.

"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"--

ISBN: 9780470613580 (hbk.) :US32.95

LCCN: 2010036007

Nat. Bib. No.: GBB0B0364bnbSubjects--Topical Terms:

625366
Branding (Marketing)

LC Class. No.: HD69.B7 / A21535 2011

Dewey Class. No.: 658.8/27

Brand relevance : = making competitors irrelevant /
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245 1 0 $a Brand relevance : $b making competitors irrelevant / $c David A. Aaker.
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260 # $a San Francisco, CA : $b Jossey-Bass, $c c2011.
300 $a xvi, 381 p. : $b ill. ; $c 24 cm.
490 1 $a The Jossey-Bass business & management series
504 $a Includes bibliographical references and index.
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.
650 # 0 $a Branding (Marketing) $3 625366
650 # 0 $a Technological innovations. $3 544774
650 # 0 $a Brand name products. $3 581855
830 0 $a Jossey-Bass business & management series. $3 774660
856 4 2 $3 Contributor biographical information $u http://www.loc.gov/catdir/enhancements/fy1109/2010036007-b.html
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856 4 1 $3 Table of contents only $u http://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html