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 onlymaking competitors irrelevant.
The Brand Mapping Strategy : Design, Build, and Accelerate Your Brand
Karen Tiber Leland
audiobook
Email Marketing : Build a Massive Mailing List, Captivate and Engage Your Audience and Generate More Sales With Best Practices for Business Success
Mark Robertson
audiobook
Digital Marketing All-In-One For Dummies, 2nd Edition
Stephanie Diamond
audiobook
Mänskligheten kommer att förundras : Hilma af Klint - en biografi
Julia Voss
book
Så startar du eget som konsult - steg för steg
Holger Wästlund
book
Ensam eller stark : Åtta principer för framgångsrika team
Oskar Henrikson, Katarina Blom, Gustav Nilsson, Malin Valsö, Frida Johansson Metso, Tone Nordling, Siri Helle, Kristin Öster, Jennifer Amin
book
The Eye of the Elephant
Mark Owens, Delia Owens
audiobook
Romarrikets kvinnor
Eva Queckfeldt
audiobookbook
The Storyteller: Tales of Life and Music
Dave Grohl
audiobook
Starta eget företag snabbt och lönsamt
audiobook
Beroende : en bok om missbruk och vad det gör med oss och dem vi älskar
Nemo Hedén
audiobookbook
Tänka, snabbt och långsamt
Daniel Kahneman
audiobook