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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| Main Author: | |
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| Corporate Author: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
San Francisco, Calif. :
Jossey-Bass,
c2011.
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| Edition: | 1st ed. |
| Series: | Jossey-Bass business & management series.
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| Subjects: | |
| Online Access: | An electronic book accessible through the World Wide Web; click to view |
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| 020 | |z 9780470613580 (cloth) | ||
| 020 | |z 9780470922590 (ebk) | ||
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| 035 | |a (OCoLC)705929747 | ||
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| 050 | 1 | 4 | |a HD69.B7 |b A21535 2011eb |
| 082 | 0 | 4 | |a 658.8/27 |2 22 |
| 100 | 1 | |a Aaker, David A. | |
| 245 | 1 | 0 | |a Brand relevance |h [electronic resource] : |b making competitors irrelevant / |c David A. Aaker. |
| 250 | |a 1st ed. | ||
| 260 | |a San Francisco, Calif. : |b Jossey-Bass, |c c2011. | ||
| 300 | |a xvi, 381 p. : |b ill. | ||
| 490 | 1 | |a The Jossey-Bass business and management series | |
| 504 | |a Includes bibliographical references and index. | ||
| 520 | |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 | |a Electronic reproduction. |b Palo Alto, Calif. : |c ebrary, |d 2011. |n Available via World Wide Web. |n Access may be limited to ebrary affiliated libraries. | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Technological innovations. | |
| 655 | 7 | |a Electronic books. |2 local | |
| 710 | 2 | |a ebrary, Inc. | |
| 830 | 0 | |a Jossey-Bass business & management series. | |
| 856 | 4 | 0 | |u http://site.ebrary.com/lib/daystar/Doc?id=10438354 |z An electronic book accessible through the World Wide Web; click to view |
| 908 | |a 170314 | ||
| 942 | 0 | 0 | |c EB |
| 999 | |c 118626 |d 118626 | ||