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...
Guardado en:
| Autor principal: | |
|---|---|
| Formato: | Electrónico eBook |
| Lenguaje: | inglés |
| Publicado: |
San Francisco, Calif. :
Jossey-Bass,
[2011]
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| Edición: | 1st ed. |
| Colección: | Jossey-Bass business & management series.
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| Materias: | |
| Acceso en línea: | https://biblioteca.ues.edu.sv/acceso/elibro/?url=https%3A%2F%2Felibro.net%2Fereader%2Fbiblioues/179545 Ver en el OPAC |
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| 010 | |z 2010036007 | ||
| 020 | |a 9780470922590 |q (ebook) | ||
| 020 | |z 9780470613580 |q (print) | ||
| 035 | |a (OCoLC)650215085 | ||
| 040 | |a FINmELB |b eng |e rda |c FINmELB | ||
| 050 | 4 | |a HD69.B7 |b A21535 2011 | |
| 082 | 0 | 4 | |a 658.8/27 |2 22 |
| 100 | 1 | |a Aaker, David A. | |
| 245 | 1 | 0 | |a Brand relevance : |b making competitors irrelevant / |c David A. Aaker. |
| 250 | |a 1st ed. | ||
| 264 | 1 | |a San Francisco, Calif. : |b Jossey-Bass, |c [2011] | |
| 264 | 4 | |c Ã2011 | |
| 300 | |a xvi, 381 p. : |b ill. | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 347 | |a data file |2 rda | ||
| 490 | 1 | |a The Jossey-Bass business and management series | |
| 504 | |a Includes bibliographical references and index. | ||
| 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. | ||
| 588 | |a Description based on metadata supplied by the publisher and other sources. | ||
| 590 | |a Electronic resource. Santa Fe, Argentina: elibro, 2025. Available via the World Wide Web. Access may be limited to libraries affiliated with elibro. | ||
| 650 | 0 | |a Brand name products. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Technological innovations. | |
| 655 | 4 | |a Electronic books. | |
| 797 | 2 | |a elibro, Corp. | |
| 830 | 0 | |a Jossey-Bass business & management series. | |
| 856 | 4 | 0 | |u https://biblioteca.ues.edu.sv/acceso/elibro/?url=https%3A%2F%2Felibro.net%2Fereader%2Fbiblioues/179545 |