{"title":"David A. Aaker","description":"\u003cp\u003eDavid A. Aaker's works delve into the intricacies of branding and marketing strategy, offering insightful frameworks that shape how businesses connect with their audiences. His books provide a thoughtful exploration of brand relevance and the evolving landscape of market research.\u003c\/p\u003e\n\n\u003cp\u003eIdeal for readers interested in \u003cem\u003eBusiness \u0026amp; Entrepreneurship\u003c\/em\u003e and \u003cem\u003eEducation \u0026amp; Reference\u003c\/em\u003e, Aaker’s writing combines practical guidance with academic rigour, making complex marketing concepts accessible and applicable.\u003c\/p\u003e","products":[{"product_id":"brand-relevance-by-david-a-aaker-9780470613580","title":"Brand Relevance","description":"\u003cdiv class=\"book-description\"\u003e\nBranding guru Aaker shows how to eliminate the competition and become the lead brand in your market.\n\n\u003cp\u003e\u003cem\u003eBrand Relevance\u003c\/em\u003e 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. Aaker reveals how these companies have rendered other brands in their categories irrelevant.\u003c\/p\u003e\n\n\u003cp\u003eKey points include:\u003c\/p\u003e\n\n\u003cul\u003e\n    \u003cli\u003eWhen managing a new category of product, treat it as if it were a brand.\u003c\/li\u003e\n    \u003cli\u003eBy failing to produce what customers want or losing momentum and visibility, your brand becomes irrelevant.\u003c\/li\u003e\n    \u003cli\u003eCreate barriers to competitors by supporting innovation at every level of the organisation.\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eUsing numerous case studies, Aaker shows how to create or dominate new categories or subcategories, making competitors irrelevant. He describes how to manage a new category or subcategory as if it were a brand and how to create barriers to competitors. Furthermore, Aaker highlights the threat of becoming irrelevant by failing to produce what customers are buying or by losing energy. \u003c\/p\u003e\n\n\u003cp\u003eDavid Aaker, the author of four brand books, has been called the father of branding. \u003cem\u003eBrand Relevance\u003c\/em\u003e offers insight into creating and\/or owning a new business arena. Instead of merely striving to be the best, the goal is to be the only brand around, thus making competitors irrelevant.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":46854140788972,"sku":"9780470613580","price":62.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/14900353482355.jpg?v=1759235000"},{"product_id":"marketing-research-by-david-a-aaker-9781119497585","title":"Marketing Research","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cem\u003eMarketing Research, 13th Edition\u003c\/em\u003e 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 the research process.\u003c\/p\u003e\n\n\u003cp\u003eStep-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications.\u003c\/p\u003e\n\n\u003cp\u003eAn emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they’ve learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-making skills, preparing students to recognize potential research applications, alternatives where they exist, and the quality of research at hand.\u003c\/p\u003e\n\n\u003cp\u003eBy pulling together market intelligence, strategy, theory, and application, this text helps students build a deep understanding while retaining the big picture perspective.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47461164515564,"sku":"9781119497585","price":302.99,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781119497585-marketing-research.jpg?v=1774960344"}],"url":"https:\/\/bookhero.co.nz\/collections\/david-a-aaker.oembed","provider":"Book Hero","version":"1.0","type":"link"}