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David Aaker

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  • Brand Relevance: Making Competitors Irrelevant | David A. Aaker

    Brand Relevance: Making Competitors Irrelevant

    • UNABRIDGED (11 hrs and 50 mins)
    • By David A. Aaker
    • Narrated By Mark Ashby
    Overall
    (18)
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    (16)
    Story
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    Branding guru David Aaker explains how to eliminate the competition and become the lead brand in your market. This ground-breaking book defines the concept of brand relevance using dozens of case studies - Prius, Whole Foods, Westin, iPad, and more - and explains how brand relevance drives market dynamics, which generates opportunities for your brand and threats for the competition. Aaker reveals how these companies have made other brands in their categories irrelevant.

    Amazon Customer says: "One of the best books ever!"
  • Spanning Silos: The New CMO Imperative | David Aaker

    Spanning Silos: The New CMO Imperative

    • UNABRIDGED (6 hrs and 59 mins)
    • By David Aaker
    • Narrated By Phil Gigante
    Overall
    (3)
    Performance
    (1)
    Story
    (1)

    Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, 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.

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