Brand relevance : making competitors irrelevant. xvi / David A. Aaker

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Brand relevance : making competitors irrelevant. xvi / David A. Aaker

Book

Aaker, David A. (David Allen) (1938-)

Published by Jossey-Bass. San Francisco, CA - 2011

Source : Ebsco collections

Item type: Book
Pages: 381 p.

Publication year: 2011

Note

CONTENTS: Winning the brand relevance battle -- Understanding brand relevance: categorizing, framing, consideration, and measurement -- Changing the retail landscape -- Market dynamics in the automobile industry -- The food industry adapts -- Finding new concepts -- Evaluation -- Defining and managing the category or subcategory -- Creating barriers: sustaining the differentiation -- Gaining and maintaining relevance in the face of market dynamics -- The innovative organization.

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