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Marketing

  • Consumer Insightby

    Kogan Page 2004; US$ 39.95

    Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on. more...

  • Consumer-Centric Category Managementby ACNielsen; John Karolefski; Al Heller

    Wiley 2012; US$ 57.00 US$ 49.40

    In some parts of the world, especially in developing markets, category management today remains a stretch goal – a new idea full of untapped potential. In other areas, the original eight-step process that emerged in the late 1980’s forms the foundation of many companies’ approach to category management. In still others, particularly... more...

  • Brand Relevanceby Aaker

    Wiley 2010; US$ 32.95 US$ 28.99

    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 of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats... more...

  • Three Threats to Brand Relevanceby Aaker

    Wiley 2013; US$ 3.99 US$ 3.46

    "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 instead of strengthened."— David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance , a provocative new offering in the Jossey-Bass Short Format... more...

  • Building Strong Brandsby David A. Aaker

    Free Press 2011; US$ 30.00

    As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real... more...

  • Brand Portfolio Strategyby David A. Aaker

    Free Press 2009; US$ 30.00

    In this long-awaited book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class... more...

  • Managing Brand Equityby David A. Aaker

    Free Press 2009; US$ 35.00

    The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive... more...

  • Marketing Researchby David A. Aaker; V. Kumar; Robert Leone; George S. Day

    Wiley Textbooks 2014; US$ 71.50 US$ 61.97

    This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies'... more...

  • Marken erfolgreich gestaltenby David Aaker; Florian Stahl; Felix Stöckle

    Springer Fachmedien Wiesbaden 2015; US$ 20.98

    Ein kompakter Überblick über die nützlichsten Konzepte und Methoden für die Entwicklung starker Marken, die sich im Wettbewerb erfolgreich differenzieren. Die 20 Grundsätze basieren auf dem weltweit aktuellsten Wissensstand über Marken, ihre Etablierung und Weiterentwicklung. Sie zeigen die verschiedenen Möglichkeiten auf, die Manager bei der... more...

  • Contemporary Issues and Development in the Global Halal Industryby Siti Khadijah Ab. Manan; Fadilah Abd Rahman; Mardhiyyah Sahri

    Springer Singapore 2016; US$ 216.14

    This book features more than 50 papers presented at the International Halal Conference 2014, which was held in Istanbul and organised by the Academy of Contemporary Islamic Studies of Universiti Teknologi MARA. It addresses the challenges facing Muslims involved in halal industries in meeting the increasing global demand. The papers cover topics such as... more...