Brand relevance: making competitors irrelevant
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
San Francisco, Calif.
Jossey-Bass
c2011
|
| Ausgabe: | 1st ed |
| Schriftenreihe: | Jossey-Bass business & management series
|
| Schlagworte: | |
| Beschreibung: | Includes bibliographical references and index "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"-- |
| Beschreibung: | xvi, 381 p. |
| ISBN: | 9780470922590 9780470922613 9780470922606 |
Internformat
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| 250 | |a 1st ed | ||
| 264 | 1 | |a San Francisco, Calif. |b Jossey-Bass |c c2011 | |
| 300 | |a xvi, 381 p. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 490 | 0 | |a Jossey-Bass business & management series | |
| 500 | |a Includes bibliographical references and index | ||
| 500 | |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"-- | ||
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Technological innovations | |
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Datensatz im Suchindex
| _version_ | 1804177253002641408 |
|---|---|
| any_adam_object | |
| author | Aaker, David A. |
| author_facet | Aaker, David A. |
| author_role | aut |
| author_sort | Aaker, David A. |
| author_variant | d a a da daa |
| building | Verbundindex |
| bvnumber | BV044150516 |
| classification_rvk | QP 624 |
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| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1st ed |
| format | Electronic eBook |
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| id | DE-604.BV044150516 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:45:08Z |
| institution | BVB |
| isbn | 9780470922590 9780470922613 9780470922606 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029557361 |
| oclc_num | 700704017 |
| open_access_boolean | |
| physical | xvi, 381 p. |
| psigel | ZDB-30-PAD ZDB-30-PBE |
| publishDate | 2011 |
| publishDateSearch | 2011 |
| publishDateSort | 2011 |
| publisher | Jossey-Bass |
| record_format | marc |
| series2 | Jossey-Bass business & management series |
| spelling | Aaker, David A. Verfasser aut Brand relevance making competitors irrelevant David A. Aaker 1st ed San Francisco, Calif. Jossey-Bass c2011 xvi, 381 p. txt rdacontent c rdamedia cr rdacarrier Jossey-Bass business & management series Includes bibliographical references and index "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"-- Brand name products Branding (Marketing) Technological innovations Innovationsmanagement (DE-588)4161817-8 gnd rswk-swf Wettbewerbsstrategie (DE-588)4200234-5 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Innovationsmanagement (DE-588)4161817-8 s Wettbewerbsstrategie (DE-588)4200234-5 s 1\p DE-604 Erscheint auch als Druck-Ausgabe, Hardcover 978-0-470-61358-0 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Aaker, David A. Brand relevance making competitors irrelevant Brand name products Branding (Marketing) Technological innovations Innovationsmanagement (DE-588)4161817-8 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4161817-8 (DE-588)4200234-5 (DE-588)4144679-3 |
| title | Brand relevance making competitors irrelevant |
| title_auth | Brand relevance making competitors irrelevant |
| title_exact_search | Brand relevance making competitors irrelevant |
| title_full | Brand relevance making competitors irrelevant David A. Aaker |
| title_fullStr | Brand relevance making competitors irrelevant David A. Aaker |
| title_full_unstemmed | Brand relevance making competitors irrelevant David A. Aaker |
| title_short | Brand relevance |
| title_sort | brand relevance making competitors irrelevant |
| title_sub | making competitors irrelevant |
| topic | Brand name products Branding (Marketing) Technological innovations Innovationsmanagement (DE-588)4161817-8 gnd Wettbewerbsstrategie (DE-588)4200234-5 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products Branding (Marketing) Technological innovations Innovationsmanagement Wettbewerbsstrategie Markenpolitik |
| work_keys_str_mv | AT aakerdavida brandrelevancemakingcompetitorsirrelevant |