Descriere: What are the stories, successes, and secrets of knowledge management in companies like IBM, Oracle, Sun and Xerox? This book is a compilation of KM perspectives, strategies, lessons and recommendations from CKOs, knowledge managers, and KM heads in 17 leading IT companies from the United States, Europe, Asia, and Australia.
Page dim. 244 x 152 x 39
Weight: 1029 grams
Autori: Rao Madanmohan | Editura: McGraw-Hill Education - Europe | Anul aparitiei: 2003 | ISBN: 9780070499607 | Numar de pagini: 620 | Categorie: Business
David A. Aaker
In this compelling work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, Managing Brand Equity, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organization, and brand-as-symbol perspectives. The twin concepts of brand identity (the brand image that brand strategists aspire to create or maintain) and brand position (that part of the brand identity that is to be actively communicated) play a key role in managing ...
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