eBook: Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age (DRM EPUB)
 
電子書格式: DRM EPUB
作者: David Aaker 
分類: Business strategy ,
E-commerce: business aspects ,
Entrepreneurship  
書城編號: 21701792

原價: HK$117.00
現售: HK$111.15 節省: HK$5.85

購買後立即進貨, 約需 1-4 天

 
 
製造商: Morgan James Publishing
出版日期: 2020/02/04
頁數: 222
ISBN: 9781642798913

商品簡介
Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.Owning Game-Changing Subcategories outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout Owning Game-Changing Subcategories, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events. Growth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with "my brand is better than your brand" marketing. Owning Game-Changing Subcategories explores the only ways to grow a business (with rare exceptions) which is to:develop new "must haves" that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base;become the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include "must-have" associations and a basis of relationships that go beyond functional benefits.
David Aaker 作者作品表

eBook: Future of Purpose-Driven Branding: Signature Programs that Impact & Inspire Both Business and Society (DRM EPUB)

eBook: Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age (DRM EPUB)

eBook: Creating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires (DRM EPUB)

Building Strong Brands (Paperback)

Brand Leadership (Paperback)

Brand Portfolio Strategy (Hardcover)

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