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010 a| 2010036007;

015 a| GBB0B03642| bnb;

016 7 a| 0156491162| Uk;

020 a| 9780470613580;

020 a| 0470613580;

035 a| (WaSeSS)ssj0000467380;

042 a| pcc;

049 a| EREEa| NEHH;

050 00 a| HD69.B7b| A21535 2011;

082 00 a| 658.8/272| 22;

100 1 a| Aaker, David A.=| ^A30291;

245 10 a| Brand relevanceh| [electronic resource] :b| making competitors irrelevant /c| David A. Aaker.;

250 a| 1st ed.;

260 a| San Francisco, CA :b| Jossey-Bass,;

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.;

506 a| Available only to authorized users.;

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.;

538 a| Mode of access: World Wide Web;

650 0 a| Brand name products.=| ^A83735;

650 0 a| Branding (Marketing)=| ^A755863;

650 0 a| Technological innovations.=| ^A25672;

655 0 a| Electronic books.=| ^A491897;

830 0 a| Jossey-Bass business & management series.=| ^A682982;

856 40 z| Full text available from Ebook Central - Academic Completeu| https://ebookcentral.proquest.com/lib/eastcarolina/detail.action?docID=644830;

947 a| (OCoLC)ocn650215085;

949 a| CLICK ON WEB ADDRESSw| ASISh| JOYNER188;

949 a| CLICK ON WEB ADDRESSw| ASISh| HSL77;

949 a| CLICK ON WEB ADDRESSw| ASISh| JMUSIC60;

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998 a| 5588807;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 5588807-1001l| JNETm| JOYNERr| Ys| Yt| JNESSBKu| 4/16/2021x| EBOOKz| JERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 5588807-2001l| HSLELECm| HSLr| Ys| Yt| HEBKu| 4/16/2021x| EBOOKz| HERESOURCE;

999 a| CLICK ON WEB ADDRESSw| ASISc| 1i| 5588807-3001l| MNETm| JMUSICr| Ys| Yt| MNESSBKu| 4/16/2021x| EBOOKz| JERESOURCE;

Brand relevance making competitors irrelevant / David A. Aaker.

Author/creator	Aaker, David A.
Format	Electronic
Edition	1st ed.
Publication Info	San Francisco, CA : Jossey-Bass,
Description	xvi, 381 p. : ill. ; 24 cm.
Supplemental Content	Full text available from Ebook Central - Academic Complete
Subjects	Brand name products. Branding (Marketing) Technological innovations.

Series	The Jossey-Bass business & management series Jossey-Bass business & management series. ^A682982
Contents	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.
Abstract	"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"-- Provided by publisher.
Bibliography note	Includes bibliographical references and index.
Access restriction	Available only to authorized users.
Technical details	Mode of access: World Wide Web
Genre/form	Electronic books.
LCCN	2010036007
ISBN	9780470613580
ISBN	0470613580

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Brand relevance making competitors irrelevant / David A. Aaker.

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