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Brand relevance :making competitors ...

Aaker, David A.

Brand relevance :making competitors irrelevant /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8/27
書名/作者:	Brand relevance : : making competitors irrelevant // David A. Aaker.
作者:	Aaker, David A.
出版者:	San Francisco, CA : : Jossey-Bass,, c2011.
面頁冊數:	xvi, 381 p. : : ill. ;; 24 cm.
標題:	Brand name products.
標題:	Branding (Marketing)
標題:	Technological innovations.
ISBN:	9780470613580 (hbk.) :
ISBN:	0470613580 (hbk.)
ISBN:	9780470922590 (ebk.)
ISBN:	0470922591 (ebk.)
ISBN:	9780470922606 (ebk.)
ISBN:	0470922605 (ebk.)
ISBN:	9780470922613 (ebk.)
ISBN:	0470922613 (ebk.)
書目註:	Includes bibliographical references and index.
內容註:	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.
摘要、提要註:	"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"--
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-b.html
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-d.html
電子資源:	http://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html

Brand relevance :making competitors irrelevant /
Aaker, David A.

Brand relevance :making competitors irrelevant /David A. Aaker. - 1st ed. - San Francisco, CA :Jossey-Bass,c2011. - xvi, 381 p. :ill. ;24 cm. - The Jossey-Bass business & management series. - Jossey-Bass business & management series..

Includes bibliographical references and index.

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.

"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"--

ISBN: 9780470613580 (hbk.) :NTD 1,005

LCCN: 2010036007

Nat. Bib. No.: GBB0B0364bnb

Nat. Bib. Agency Control No.: 015649116UkSubjects--Topical Terms:

339052
Brand name products.

LC Class. No.: HD69.B7 / A21535 2011

Dewey Class. No.: 658.8/27

Brand relevance :making competitors irrelevant /
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020 $a 9780470613580 (hbk.) : $c NTD 1,005
020 $a 0470613580 (hbk.)
020 $a 9780470922590 (ebk.)
020 $a 0470922591 (ebk.)
020 $a 9780470922606 (ebk.)
020 $a 0470922605 (ebk.)
020 $a 9780470922613 (ebk.)
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050 0 0 $a HD69.B7 $b A21535 2011
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100 1 $a Aaker, David A. $3 412113
245 1 0 $a Brand relevance : $b making competitors irrelevant / $c David A. Aaker.
250 $a 1st ed.
260 $a San Francisco, CA : $b Jossey-Bass, $c c2011.
300 $a xvi, 381 p. : $b ill. ; $c 24 cm.
490 1 $a The Jossey-Bass business & management series
504 $a Includes bibliographical references and index.
505 0 $a 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.
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.
650 0 $a Brand name products. $3 339052
650 0 $a Branding (Marketing) $3 339624
650 0 $a Technological innovations. $3 184179
830 0 $a Jossey-Bass business & management series. $3 386534
856 4 2 $3 Contributor biographical information $u http://www.loc.gov/catdir/enhancements/fy1109/2010036007-b.html
856 4 2 $3 Publisher description $u http://www.loc.gov/catdir/enhancements/fy1109/2010036007-d.html
856 4 1 $3 Table of contents only $u http://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html

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http://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html

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