Brand Relevance: Making Competitors Irrelevant (精装)
分類: 图书,进口原版书,Business & Investing（商业与投资）,Marketing & Sales（市场与销售）,Marketing,
品牌: David A. Aaker
基本信息出版社:JOSSEY BASS (2011年1月25日)精装:400页ISBN:0470613580条形码:9780470613580ASIN:0470613580
商品描述媒体推荐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.