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Owning Game-Changing Subcategories
- Uncommon Growth in the Digital Age
Af: David Aaker
Engelsk
Bogcover for Owning Game-Changing Subcategories af David Aaker, 9781642798906
Specifikationer
Sprog:
Engelsk
Sider:
204
ISBN-13:
9781642798906
Indbinding:
Paperback
ISBN-10:
1642798908
Kategori:
Udg. Dato:
23 apr 2020
Størrelse i cm:
15,2 x 22,7 x 1,7
Forlag:
Oplagsdato:
23 apr 2020
Forfatter(e):
Genre:

Owning Game-Changing Subcategories

- Uncommon Growth in the Digital Age
Af: David Aaker
Engelsk
Paperback 2020
Format:
Paperback
Bog beskrivelse
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.

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    Specifikationer
    Sprog:
    Engelsk
    Sider:
    204
    ISBN-13:
    9781642798906
    Indbinding:
    Paperback
    ISBN-10:
    1642798908
    Kategori:
    Udg. Dato:
    23 apr 2020
    Størrelse i cm:
    15,2 x 22,7 x 1,7
    Forlag:
    Oplagsdato:
    23 apr 2020
    Forfatter(e):
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