David A. Aaker

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your market. Brand Relevance is a ground-breaking book that 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. This generates opportunities for your brand and creates threats for the competition....

Marketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place within—and value to—an organization, before zooming in to detail the granular view of...