Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age

Aaker, David

ISBN 10: 1642798908 / ISBN 13: 9781642798906

Editore: Morgan James Publishing, 2020

Item in good condition. Textbooks may not include supplemental items i.e. CDs, access codes etc. Codice articolo 00092813295

Riassunto:

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.

Dati bibliografici

Titolo: Owning Game-Changing Subcategories: Uncommon...
Casa editrice: Morgan James Publishing
Data di pubblicazione: 2020
Legatura: Brossura
Condizione: Good