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...
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| Format: | Electronic eBook |
| Language: | English |
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San Francisco, Calif. :
Jossey-Bass,
c2011.
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| Edition: | 1st ed. |
| Series: | Jossey-Bass business & management series.
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| Online Access: | Click to View |
| Summary: | "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"-- |
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| Physical Description: | xvi, 381 p. : ill. |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9780470922590 (electronic bk.) 9780470922613 (electronic bk.) 9780470922606 (electronic bk.) |