Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age
Owning Game-Changing Subcategories: Uncommon Growth in the Digital Age
Aaker, David
product information
Condition: New, UPC: 9781642798906, Publication Date: Wed, April 1, 2020, Type: Paperback ,
join & start selling
description
0Owning 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.
  • reviews

    Be the first to write a review

    member goods

    No member items were found under this heading.

    listens & views

    BELIEVE: SPIRITUAL ROMANCE

    by 2002

    COMPACT DISC

    out of stock

    $15.99

    LYSANDRE

    by OWENS,CHRISTOPHER

    VINYL LP

    out of stock

    $21.99

    TIMELY

    by CRANE,DAVID PARKHURST

    COMPACT DISC

    out of stock

    $18.25

    Return Policy

    All sales are final

    Shipping

    No special shipping considerations available.
    Shipping fees determined at checkout.