Las marcas según Aaker

20 principios para conseguir el éxito

Este libro presenta en forma sintetizada los veinte principios esenciales del branding que permitirán la creación de marcas fuertes. Extraídos de toda una vida profesional de uno de los principales maestros del marketing tiene todo lo que un estratega de las marcas y del marketing ...

Relevancia de la marca

hacer de los competidores irrelevantes

Este libro analiza las estrategias de branding de grandes compañías que se están quedando como referentes en su mercado, y no solo en su mercado natural sino en los que entran. Así, expone gran cantidad de casos como Apple, Zara, Yamaha, General Electric… Además durante ...

Spanning silos

the new CMO imperative

CONTENTS: Preface Acknowledgments Introduction: The New CMO-Why? Six Deadly Sins of a Silo Structure Marketing Resources Are Misallocated Silo-Spanning Brands Lack Clarity and Linkage Silo-Spanning Offerings and Programs Are Inhibited Marketing Management Competences Are Weakened Success Is Not Leveraged Across Silos Inadequate Cross-Silo Communication and ...

Strategic market management

Updated to reflect current business thinking and market conditions, this new edition of "Strategic Market Management" illustrates a structured approach to external market analysis that business managers can apply to their strategic decision making. By using a variety of concepts and methods such as strategic ...

Brand portfolio strategy

creating relevance, differentiation, energy, leverage, and clarity

With the explosion of brands in today's marketplace, a mastery of brand management has become essential to successful business strategy. Faced with an increasingly complex landscape of multiple products, global reach, and dynamic markets, many companies don't know how to make the tough ...

Strategic market management

Completely revised and updated,David Aaker's authoritative book approaches strategy development from an external perspetive driven by a structured analysis of customers,competitors,market trends,and the broader environment.It shows how to build on strategic analysis to create business strategies that will be ...

Liderazgo de marca

"Lo que Frederick W. Taylor hizo por la dirección científica y Peter F. Drucker por el concepto de gestión, Aaker lo ha hecho por la comprensión de las marcas. Ahora, en colaboración con Erich Joachimsthaler, ha llevado ese trabajo vital a un nuevo nivel de ...