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Brand Equity & Advertising
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the …
Brand Equity & Advertising
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the …
Three Threats to Brand Relevance
"e;Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged …
Winning Through Platforms
Winning through Platforms achieved #1 bestseller status, and is a Best Business Book Awards winner for 2024. It is your new go-to guide for modern competitive advantage.Digital …
Strategic Market Management
Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and …
Future of Purpose-Driven Branding
Todays firms need a social effort that is serous and impactful to be relevant. Its not enough to make a commitment to reduce energy or have an ad hoc unbranded budget for grants …
Strategisches Markt-Management
Brand Relevance
Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market This ground-breaking book defines the concept of brand relevance using dozens …
Strategic Market Management
Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management, David Aaker and …
Spanning Silos
Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the …
Creating Signature Stories
"e;All marketers should heed [the] advice"e; of this brand marketing guru in his latest book on digital storytelling."e; -Joseph V. Tripodi, former Chief Marketing …
Owning Game-Changing Subcategories
Owning Game-Changing Subcategories is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.Owning …