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Owning Game-Changing Subcategories - Uncommon Growth in the Digital Age (Paperback)
Loot Price: R330
Discovery Miles 3 300
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Owning Game-Changing Subcategories - Uncommon Growth in the Digital Age (Paperback)
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Loot Price R330
Discovery Miles 3 300
Expected to ship within 12 - 17 working days
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Owning 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.
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