TY  - BOOK
AU  - Aaker,David A.
TI  - Brand relevance: making competitors irrelevant 
T2  - The Jossey-Bass business & management series
SN  - 9780470613580
AV  - HD 69.B7 A254.2011
PY  - 2011///
CY  - San Francisco, CA
PB  - Jossey-Bass
KW  - Brand name products
KW  - Productos de marca
KW  - Branding (Marketing)
KW  - Productos de marca registrada (Mercadotecnia)
KW  - Technological innovations
KW  - Innovaciones tecnológicas
N1  - Incluye referencias bibliográficas e índice; Winning the brand relevance battle -- Understanding brand relevance: categorizing, framing, consideration, and measurement -- Changing the retail landscape -- Market dynamics in the automobile industry -- The food industry adapts -- Finding new concepts -- Evaluation -- Defining and managing the category or subcategory -- Creating barriers: sustaining the differentiation -- Gaining and maintaining relevance in the face of market dynamics -- The innovative organization
ER  -