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 of br...

Whakaahuatanga katoa

I tiakina i:
Ngā taipitopito rārangi puna kōrero
Kaituhi matua: Aaker, David A.
Kaituhi rangatōpū: ebrary, Inc
Hōputu: Tāhiko īPukapuka
Reo:Ingarihi
I whakaputaina: San Francisco, Calif. : Jossey-Bass, c2011.
Putanga:1st ed.
Rangatū:Jossey-Bass business & management series.
Ngā marau:
Urunga tuihono:An electronic book accessible through the World Wide Web; click to view
Ngā Tūtohu: Tāpirihia he Tūtohu
Kāore He Tūtohu, Me noho koe te mea tuatahi ki te tūtohu i tēnei pūkete!
Whakaahuatanga
Whakarāpopototanga:"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"--
Whakaahuatanga ōkiko:xvi, 381 p. : ill.
Rārangi puna kōrero:Includes bibliographical references and index.