000			01651cam a22002174a 4500
008			100823s2011 caua b 001 0 eng
020			_a9780470613580
082	0	0	_a658.827 _bAAK
100	1		_aAaker, David A.
245	1	0	_aBrand relevance: making competitors irrelevant
260			_aSan Francisco, CA _bJossey-Bass _c2011
300			_axvi, 381 p. _bill. _c24 cm.
490	1		_aThe Jossey-Bass business & management series
504			_aIncludes 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"
650		0	_aBrand name products.
650		0	_aBranding [Marketing]
650		0	_aTechnological innovations.
856	4	1	_3Table of contents only _uhttp://www.loc.gov/catdir/enhancements/fy1109/2010036007-t.html
942			_2ddc _cB
999			_c597186 _d597186