000			02784nam a22003854a 4500
005			20250930132411.0
008			110812s2011 caua b 001 0 eng
020			_a9780470613580 (hbk.) _cRM97.31
020			_a0470613580
039		9	_a201206121243 _brosli _c201205220940 _didah _c201108121556 _didah _y08-12-2011 _zidah
040			_dUKM
090			_aHD69.B7A21535
090			_aHD69.B7 _bA21535
100	1		_aAaker, David A.
245	1	0	_aBrand relevance : _bmaking competitors irrelevant / _cDavid A. Aaker.
260			_aSan Francisco, CA : _bJossey-Bass, _cc2011.
300			_axvi, 381 p. : _bill. ; _c24 cm.
490	1		_aThe Jossey-Bass business & management series
504			_aIncludes bibliographical references and index.
505	0		_aWinning 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.
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'-- _cProvided by publisher.
650		0	_aBrand name products.
650		0	_aBranding (Marketing)
650		0	_aTechnological innovations. _960953
830		0	_aJossey-Bass business & management series.
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html
907			_a.b15131403 _b2021-05-28 _c2019-11-12
942			_c01 _n0 _kHD69.B7A21535
914			_avtls003476040
990			_ark4
991			_aFakulti Ekonomi dan Pengurusan
998			_at _b2011-12-08 _cm _da _feng _gcau _y0 _z.b15131403
999			_c497437 _d497437