Brand relevance: making competitors irrelevant
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
San Francisco, Calif.
Jossey-Bass
c2011
|
| Edition: | 1st ed |
| Series: | Jossey-Bass business & management series
|
| Subjects: | |
| Item Description: | 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"-- |
| Physical Description: | xvi, 381 p. |
| ISBN: | 9780470922590 9780470922613 9780470922606 |
Staff View
MARC
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Record in the Search Index
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| author | Aaker, David A. |
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| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| 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 |