عنوان

Brand relevance :

شابک

0470613580

شابک

9780470613580

شماره

b529187

عنوان اصلي

Brand relevance :

نام عام مواد

[Book]

ساير اطلاعات عنواني

making competitors irrelevant /

نام نخستين پديدآور

David A. Aaker

وضعيت ويراست

1st ed

محل نشرو پخش و غیره

San Francisco, CA :

نام ناشر، پخش کننده و غيره

Jossey-Bass,

تاریخ نشرو بخش و غیره

[2011]

تاریخ نشرو بخش و غیره

©2011

نام خاص و کميت اثر

xvi, 381 pages :

ساير جزييات

illustrations,

ابعاد

24 cm

عنوان فروست

The Jossey-Bass business & management series

متن يادداشت

Includes bibliographical references and index

متن يادداشت

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

بدون عنوان

0

متن يادداشت

"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"--

موضوع مستند نشده

Brand name products

موضوع مستند نشده

Branding (Marketing)

موضوع مستند نشده

Technological innovations

موضوع مستند نشده

s1se

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Aaker, David A

تاريخ عمليات

20110527001404.0

قواعد فهرست نويسي ( بخش توصيفي )

rda

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y