Brand relevance : making competitors irrelevant /
"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 br...
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| Κύριος συγγραφέας: | |
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| Μορφή: | Ηλεκτρονική πηγή Ηλ. βιβλίο |
| Γλώσσα: | Αγγλικά |
| Έκδοση: |
San Francisco, Calif. :
Jossey-Bass,
[2011]
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| Έκδοση: | 1st ed. |
| Σειρά: | Jossey-Bass business & management series.
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| Θέματα: | |
| Διαθέσιμο Online: | https://biblioteca.ues.edu.sv/acceso/elibro/?url=https%3A%2F%2Felibro.net%2Fereader%2Fbiblioues/179545 Εμφάνιση στον Δημόσιο Κατάλογο |
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| Περίληψη: | "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"-- |
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| Φυσική περιγραφή: | xvi, 381 p. : ill. |
| Βιβλιογραφία: | Includes bibliographical references and index. |
| ISBN: | 9780470922590 |