Name: Owning Game-Changing Subcategories: Uncommon Growth in the Digital age (en Inglés)
Price: 23080.00 CLP
Availability: InStock
Author: David Aaker
ISBN: 9781642798906

portada Owning Game-Changing Subcategories: Uncommon Growth in the Digital age (en Inglés)

Formato

Libro Físico

Editorial

Morgan James Publishing

Autor

David Aaker

Año

2020

Idioma

Inglés

N° páginas

204

Encuadernación

Tapa Blanda

ISBN13

9781642798906

Categorías

Emprendimeinto

Owning Game-Changing Subcategories: Uncommon Growth in the Digital age (en Inglés)

David Aaker (Autor) · Morgan James Publishing · Tapa Blanda

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Origen: Estados Unidos (Costos de importación incluídos en el precio)

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Reseña del libro "Owning Game-Changing Subcategories: Uncommon Growth in the Digital age (en Inglés)"

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.