Owning Game-Changing Subcategories PDF
By:David Aaker
Published on 2020-02-04 by Morgan James Publishing
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.
This Book was ranked at 22 by Google Books for keyword Processes Infrastructure E-Commerce Business Money.
Book ID of Owning Game-Changing Subcategories's Books is 1CrODwAAQBAJ, Book which was written byDavid Aakerhave ETAG "vi1M+WnZTFE"
Book which was published by Morgan James Publishing since 2020-02-04 have ISBNs, ISBN 13 Code is 9781642798913 and ISBN 10 Code is 1642798916
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Book which have " Pages" is Printed at BOOK under CategoryBusiness and Economics
Book was written in en
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