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Aaker, David A.

Brand relevance : making competitors irrelevant / David A. Aaker. - 1st ed. - San Francisco : Jossey-Bass, c2011. - xvi, 381 p. : ill. ; 24 cm. - Jossey-Bass business & management series . - Jossey-Bass business & management series. .

Includes bibliographical references (p. 359-370) and index.

Explains the concept of brand relevance and how it drives market dynamics, provides cases studies, and offers an overview of a brand relevance model which emphasizes being on top of the market, competition, and technology.

Adult Follett Library Resources. Adult.

ISBN: 9780470613580 (trade) 0470613580

LCCN: 2010036007

Subjects--Topical Terms:
Brand name products.
Branding (Marketing)
Technological innovations.
Brand name products.
Marketing.
Technological innovations.

LC Class. No.: HD69.B7 / A21535 2011

Dewey Class. No.: 658.8/27