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· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9780470613580
· 쪽수 : 400쪽
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Preface
1. Winning the Brand Relevance Battle.
Cases: The Japanese Beer Industry and The U.S. Computer Industry.
Gaining Brand Preference.
The Brand Relevance Model.
Creating New Categories or Subcategories.
Levels of Relevance.
The New Brand Challenge.
The First-Mover Advantage.
The Payoff.
Creating New Categories or Subcategories—Four Challenges.
The Brand Relevance Model Versus Others.
2. Understanding Brand Relevance: Categorizing, Framing Consideration, and Measurement.
Categorization.
It's All About Framing.
Consideration Set as a Screening Step.
Measuring Relevance.
3. Changing the Retail Landscape.
Cases:
Muji.
IKEA.
Zara.
H&M.
Best Buy.
Whole Foods Market.
The Subway Story.
Zappos.
4. Market Dynamics in the Automobile Industry.
Cases:
Toyota's Prius Hybrid.
The Saturn Story.
The Chrysler Minivan.
Tata’s Nano.
Yugo.
Enterprise Rent-A-Car.
Zipcar.
5. The Food Industry Adapts.
Cases:
Fighting the Fat Battle.
Nabisco Cookies.
Dreyer’s Slow Churned Ice Cream.
P&G’s Olestra.
From Fat to Health.
General Mills and the Health Trends.
Healthy Choice.
6. Finding New Concepts.
Case: Apple.
Concept Generation.
Sourcing Concepts.
Prioritizing the Analysis.
7. Evaluation.
Case: Segway's Human Transporter.
Evaluation: Picking the Winners.
Is There a Market—Is the Opportunity Real?
Can We Compete and Win?
Does the Offering Have Legs?
Beyond Go or No-Go—A Portfolio of Concepts.
8. Defining the Category or Subcategory.
Case: Salesforce.com.
Defining a New Category or Subcategory.
Functional Benefits Delivered by the Offering.
Customer-Brand Relationship—Beyond the Offering.
Categories and Subcategories: Complex and Dynamic.
Managing the Category or Subcategory.
9. Creating Barriers: Sustaining the Differentiation.
Case: Yamaha Disklavier.
Creating Barriers to Competition.
Investment Barriers.
Owning a Compelling Benefit or Benefits.
Relationships with Customers.
Link the Brand to the Category or Subcategory.
10. Maintaining Relevance in the Face of Market Dynamics.
Case: Walmart
Avoiding the Loss of Relevance.
Product Category or Subcategory Relevance.
Category or Subcategory Relevance Strategies.
Energy Relevance.
Gaining Relevance—The Hyundai Case.
11. Innovative Organization.
Case: GE.
The Innovative Organization.
Selective Opportunism.
Dynamic Strategic Commitment.
Organization-Wide Resource Allocation.
Epilogue: The Yin and Yang of the Relevance Battle.
Notes.
Index.
