Brand Relevance: Making Competitors Irrelevant 品牌关联：排除竞争对手

图书标准信息

• 作者 David A. Aaker（戴维·A·艾克） 著
• 出版社 Wiley
• 出版时间 2011-01
• 版次 1
• ISBN 9780470613580
• 定价 332.80元
• 装帧 精装
• 开本 大32开
• 纸张 胶版纸
• 页数 400页
• 正文语种 英语

【内容简介】

Substantialmarkettrendsandtransformationalinnovationsarecreatingmarketsandmakingothersirrelevant.Theresultisamajorthreatfornearlyeverybusinessandasignificantopportunityforafew.Thisbookwillbethefirstmarketingstrategybooktodevelopandleveragetheconceptofbrandrelevance.Toremainrelevant,afirmcancreateanewcategoryorsubcategory--suchasiPod,CirqueduSoleil,andeBaydid--wherecompetitorsareeliminated.Orafirmcanredefineanexistingcategoryorsubcategorybycreatingorelevatinganofferingfeatureorcharacteristic--asPriuscreatedasubcategorydefinedbygasmileageandtechnology,orWestindidwithitsHeavenlyBed.Ineithercase,afirmcancreateorownanewbusinessarenaorsubmarketinwhichsomeorallcompetitorsarenotrelevant.Insteadofbeingthebest,thegoalistobetheonly--makingcompetitorsirrelevant.

【作者简介】

DavidA.AakerisvicechairmanofProphetBrandStrategy,anexecutiveadvisortoDentsuInc.,andProfessorEmeritusofMarketingStrategyattheHaasSchoolofBusiness,UniversityofCalifornia,Berkeley.