{"product_id":"9781642798906","title":"Owning Game-Changing Subcategories","description":"Author: David Aaker\u003cbr\u003eISBN: 9781642798906\u003cbr\u003ePublisher: Morgan James Publishing\u003cbr\u003eYear first published: 23 Apr 2020\u003cbr\u003ePages: 204 \u003cbr\u003eFormat: Paperback \/ softback\u003cbr\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003e\u003ci\u003eOwning Game-Changing Subcategories\u003c\/i\u003e is about creating organizational growth in the digital age by creating and owning game-changing subcategories fueled by digital.\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003ci\u003eOwning Game-Changing Subcategories\u003c\/i\u003e outlines the path to finding, managing, and leveraging new subcategories. In the digital age, the path has been made wider, shorter, and more frequently traveled. Throughout \u003ci\u003eOwning Game-Changing Subcategories\u003c\/i\u003e, David Aaker discusses certain aspects of the digital age that alter this path, such as E-commerce providing fast, inexpensive market access bypassing the cost of gaining distribution into storefront retailers or creating personal sales teams and social media and websites enabling communication on steroids in comparison with traditional use of advertising or events.  \u003c\/p\u003e\u003cp\u003eGrowth is not only a success measure but also creates energy and opportunity for customers and employees. And such growth almost never occurs with \"my brand is better than your brand\" marketing. \u003ci\u003eOwning Game-Changing Subcategories\u003c\/i\u003e explores the only ways to grow a business (with rare exceptions) which is to:\u003c\/p\u003e\u003cp\u003edevelop new \"must haves\" that define a game-changing subcategory that provides a new or markedly superior buying or use experience or brand relationship to a core customer base;\u003c\/p\u003e\u003cp\u003ebecome the exemplar brand that represents the subcategory and drives its visibility, positioning, and success; and create barriers to competitors that could include \"must-have\" associations and a basis of relationships that go beyond functional benefits.\u003c\/p\u003e","brand":"Ships in 10 to 15 days","offers":[{"title":"Default Title","offer_id":47922818515102,"sku":"ING-9781642798906","price":25.78,"currency_code":"AUD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0400\/9043\/5742\/files\/9781642798906.jpg?v=1782891549","url":"https:\/\/classicbargains.com.au\/products\/9781642798906","provider":"Classic Bargains Australia","version":"1.0","type":"link"}