Authors:David A. Aaker, Alexander L. Biel, David A. Aaker, Al
Publisher: Psychology Press
Keywords: advertising, brands, consumer, psychology, strong, role, equity, amp, brand, building
Number of Pages: 432
Published: 1993-04-01
List price: $85.00
ISBN-10: 0805812849
ISBN-13: 9780805812848

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose

Author: David A. Aaker
Publisher: Free Press
Keywords: brands, strong, building
Number of Pages: 400
Published: 1995-12-12
List price: $30.00
ISBN-10: 002900151X
ISBN-13: 9780029001516

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 brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald’s, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attrib

Author: David A. Aaker
Publisher: Wiley
Keywords: strategic, market, managment, management
Number of Pages: 336
Published: 2007-03-09
List price: unknow
ISBN-10: 0470056231
ISBN-13: 9780470056233

"Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike." -- Robert L. Joss, Dean of the Graduate School of Business, Stanford University Create successful strategies for today’s dynamic business environment It isn’t your Dad’s (or Mom’s) marketplace any more. Business environments once seemed quite stable and simple. Today, every market can be described as dynamic, and you need to adapt your strategies in order to counter the threats and m

Author: David A. Aaker
Publisher: Harvard Business School Pre
Keywords: imperative, cmo, new, silos, spanning
Number of Pages: 240
Published: 2008-10-21
List price: $29.95
ISBN-10: 1422128768
ISBN-13: 9781422128763

Powerful product, country, and functional silos are jeopardizing companies’ marketing efforts. Because ofsilos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company’s survival. As David Aaker shows in Spanning Silos, the unfettered decentralization that produces silos is no longer feasible in today’s marketplace. It’s up to chief marketing officers to break down silo walls to foster cooperation and synergy.This isn’t easy: silo teams guard their autonomy

Author: David A. Aaker
Publisher: Wiley
Keywords: strategies, business, developing
Number of Pages: 352
Published: 2001-08-10
List price: $44.95
ISBN-10: 0471064114
ISBN-13: 9780471064114

"Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike."–– Robert L. Joss, Dean of the Graduate School of Business, Stanford University A successful business strategy enables managers to provide organizational vision, monitor and understand a dynamic business environment, generate creative strategic options in response to environmental changes, and base every business effort on sustainable competitive advantages. Developing Business Strategies provide

Author: David A. Aaker
Publisher: Free Press
Keywords: energy, leverage, clarity, differentiation, relevance, portfolio, strategy, creating, brand
Number of Pages: 368
Published: 2004-03-30
List price: $28.00
ISBN-10: 0743249380
ISBN-13: 9780743249386

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 brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in c

Author: David A. Aaker
Publisher: Free Press
Keywords: consumerism
Number of Pages: 512
Published: 1982-02-01
List price: $22.50
ISBN-10: 0029001501
ISBN-13: 9780029001509

The new edition of this highly acclaimed anthology continues to provide the most comprehensive, rigorously balanced survey available of modern consumerism. Written by a wide range of experts, the 42 articles -- half of them new to this edition -- cover today’s most important consumer and public policy issues: advertising and the disclosure of consumer information, selling practices, anti-trust issues and competition, product safety, liability, and consumer satisfaction. As in previous editions, the articles are arranged according to the steps in the purchase process. New to this edi