Extent: | Online-Ressource (1 online resource (xvi, 381 p.)) ill. |
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Series: | |
Type of publication: | Book / Working Paper |
Language: | English |
Notes: | Includes bibliographical references and index. - Description based on print version record Brand Relevance: Making Competitors Irrelevant; Contents; Preface; 1. Winning the Brand Relevance Battle; 2. Understanding Brand Relevance: Categorizing, Framing, Consideration, and Measurement; 3. Changing the Retail Landscape; 4. Market Dynamics in the Automobile Industry; 5. The Food Industry Adapts; 6. Finding New Concepts; 7. Evaluation; 8. Defining and Managing the Category or Subcategory; 9. Creating Barriers: Sustaining the Differentiation; 10. Gaining and Maintaining Relevance in the Face of Market Dynamics; 11. The Innovative Organization Epilogue: The Yin and Yang of the Relevance BattleNotes; Index |
ISBN: | 978-1-280-75737-2 ; 1-280-75737-X ; 978-0-470-92260-6 ; 0-470-61358-0 ; 978-0-470-92260-6 ; 978-0-470-61358-0 ; 1-280-69904-3 |
Classification: | Marketing |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012678701