.

0 (hodnocen0 x )

EB

ONLINE

1st ed.

San Francisco, Calif. : Jossey-Bass, c2011

1 online resource (xvi, 381 p.) : ill

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