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Bibliografická citace

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0 (hodnocen0 x )
EB
ONLINE
1st ed.
San Francisco, Calif. : Jossey-Bass, c2011
1 online resource (xvi, 381 p.) : ill
Externí odkaz    Plný text PDF 
   * Návod pro vzdálený přístup 


ISBN 9780470922590 (electronic bk.)
ISBN 9780470922606 (electronic bk.)
ISBN 9780470922613 (electronic bk.)
ISBN 9780470613580 (cloth)
The Jossey-Bass business and management series
Includes bibliographical references and index
"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"-- Provided by publisher..
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries
001723868
full
(Au-PeEL)EBL644830
(CaONFJC)MIL367798
(CaPaEBR)ebr10438354
(MiAaPQ)EBC644830
(OCoLC)700704017

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