Search "marketing relevance"

Aaker, David A. - Brand Relevance: Making Competitors Irrelevant, ebook

Brand Relevance: Making Competitors Irrelevant

Aaker, David A.


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

Petruzzellis, Luca - Rediscovering the Essentiality of Marketing, ebook

Rediscovering the Essentiality of Marketing

Petruzzellis, Luca


Consumer Experiences of Marketing: Pervasive, Problematic, and in Need of a Caring Perspective
Teresa Heath, Lisa O’Malley
31. Between Frenzy and Collection: Towards a Characterization of Female Accumulative Buying Behavior
Othman Boujena, Isabelle Ulrich,

Kleine-Kalmer, Barbara - Brand Page Attachment, ebook

Brand Page Attachment

Kleine-Kalmer, Barbara


Table of contents
1. A Relevance of social networks for brand management
Barbara Kleine-Kalmer
2. B Theoretical foundations
Barbara Kleine-Kalmer
3. C Empirical validation of antecedents and consequences of brand page attachment
Barbara Kleine-Kalmer
4. D Conclusion, reflection and outlook