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[null,"1.","Record Nr.",null,"UNINA9910459584703321"]
[null,null,"Autore",null,"Aaker David A"]
[null,null,"Titolo",null,"Brand relevance [[electronic resource] ] : making competitors irrelevant / / David A. Aaker"]
[null,null,"Pubbl/distr/stampa",null,"San Francisco, Calif., : Jossey-Bass, c2011"]
[null,null,"ISBN",null,"1-280-75737-X"]
[{"$nulls":4},"9786613677983"]
[{"$nulls":4},"0-470-92259-1"]
[{"$nulls":4},"0-470-92260-5"]
[null,null,"Edizione",null,"[1st ed.]"]
[null,null,"Descrizione fisica",null,"1 online resource (402 p.)"]
[null,null,"Collana",null,"The Jossey-Bass business and management series"]
[null,null,"Disciplina",null,"658.8/27"]
[null,null,"Soggetti",null,"Brand name products"]
[{"$nulls":4},"Branding (Marketing)"]
[{"$nulls":4},"Technological innovations"]
[{"$nulls":4},"Electronic books."]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Description based upon print version of record."]
[null,null,null,"Nota di bibliografia","Includes bibliographical references and index."]
[null,null,"Nota di contenuto",null,"Brand Relevance: Making Competitors Irrelevant; Contents; Preface; 1. Winning the Brand Relevance Battle; 2. Understanding Brand Relevance: Categorizing, Framing, Consideration, and Measurement; 3. Changing the Retail Landscape; 4. Market Dynamics in the Automobile Industry; 5. The Food Industry Adapts; 6. Finding New Concepts; 7. Evaluation; 8. Defining and Managing the Category or Subcategory; 9. Creating Barriers: Sustaining the Differentiation; 10. Gaining and Maintaining Relevance in the Face of Market Dynamics; 11. The Innovative Organization"]
[{"$nulls":4},"Epilogue: The Yin and Yang of the Relevance BattleNotes; Index"]
[null,null,null,"Sommario/riassunto","\"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory "]
[{"$nulls":4},"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\"--"]