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Brand relevance [[electronic resource] ] : making competitors irrelevant / / David A. Aaker
| Brand relevance [[electronic resource] ] : making competitors irrelevant / / David A. Aaker |
| Autore | Aaker David A |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | San Francisco, Calif., : Jossey-Bass, c2011 |
| Descrizione fisica | 1 online resource (402 p.) |
| Disciplina | 658.8/27 |
| Collana | The Jossey-Bass business and management series |
| Soggetto topico |
Brand name products
Branding (Marketing) Technological innovations |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-280-75737-X
9786613677983 0-470-92259-1 0-470-92260-5 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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
Epilogue: The Yin and Yang of the Relevance BattleNotes; Index |
| Record Nr. | UNINA-9910459584703321 |
Aaker David A
|
||
| San Francisco, Calif., : Jossey-Bass, c2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand relevance [[electronic resource] ] : making competitors irrelevant / / David A. Aaker
| Brand relevance [[electronic resource] ] : making competitors irrelevant / / David A. Aaker |
| Autore | Aaker David A |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | San Francisco, Calif., : Jossey-Bass, c2011 |
| Descrizione fisica | 1 online resource (402 p.) |
| Disciplina | 658.8/27 |
| Collana | The Jossey-Bass business and management series |
| Soggetto topico |
Brand name products
Branding (Marketing) Technological innovations |
| ISBN |
1-280-75737-X
9786613677983 0-470-92259-1 0-470-92260-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
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
Epilogue: The Yin and Yang of the Relevance BattleNotes; Index |
| Record Nr. | UNINA-9910785428503321 |
|
Aaker David A
|
||
| San Francisco, Calif., : Jossey-Bass, c2011 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||