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|z 2010036007
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|z 9780470613580 (cloth)
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|a 9780470922590 (electronic bk.)
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|a 9780470922613 (electronic bk.)
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|a HD69.B7
|b A21535 2011
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| 082 |
0 |
4 |
|a 658.8/27
|2 22
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| 100 |
1 |
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|a Aaker, David A.
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| 245 |
1 |
0 |
|a Brand relevance
|h [electronic resource] :
|b making competitors irrelevant /
|c David A. Aaker.
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| 250 |
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|a 1st ed.
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| 260 |
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|a San Francisco, Calif. :
|b Jossey-Bass,
|c c2011.
|
| 300 |
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|a xvi, 381 p. :
|b ill.
|
| 490 |
1 |
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|a The Jossey-Bass business and management series
|
| 504 |
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|a Includes bibliographical references and index.
|
| 520 |
|
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|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.
|
| 533 |
|
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|a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
|
| 650 |
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0 |
|a Brand name products.
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| 650 |
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0 |
|a Branding (Marketing)
|
| 650 |
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0 |
|a Technological innovations.
|
| 655 |
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4 |
|a Electronic books.
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| 710 |
2 |
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|a ProQuest (Firm)
|
| 830 |
|
0 |
|a Jossey-Bass business & management series.
|
| 856 |
4 |
0 |
|u https://ebookcentral.proquest.com/lib/matrademy/detail.action?docID=644830
|z Click to View
|
