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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Detalles Bibliográficos
Autor Principal: Aaker, David A.
Autor Corporativo: ebrary, Inc
Formato: Electrónico eBook
Idioma:inglés
Publicado: San Francisco, Calif. : Jossey-Bass, c2011.
Edición:1st ed.
Series:Jossey-Bass business & management series.
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Acceso en liña:An electronic book accessible through the World Wide Web; click to view
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Descripción
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"--
Descrición Física:xvi, 381 p. : ill.
Bibliografía:Includes bibliographical references and index.