The Book The Infinite Asset

The Infinite Asset

Details Book

  • Autor: Sam Hill
  • Editor: Harvard Business School Press
  • Relaese Date: 01 September 2001
  • ISBN: 1578512492
  • Format Book: PDF, Epub, DOCx, TXT, Audio, MOBI
  • Number of page: 240 pages
  • File Size: 25MB
  • Rating:


Advertising




Description The Infinite Asset de Sam Hill:

Remember when brand management was as straightforward as promoting a single product or service? Today, brands mingle so much-McDonald's and Disney partner on promotional giveaways, Subaru markets an L.L. Bean edition of the Outback, Toys R Us and Amazon.com jointly launch an online toy store - a whole system of brands can make or break a product and a career. Once content to "mind their own brands," marketers need a radically different game plan to succeed in this complex marketplace. In "The Infinite Asset", Sam Hill and Chris Lederer unveil an ingenious strategy - the Brand Portfolio Approach - that exponentially increases the value of brands by exploding them beyond the boundaries of their division or even their parent company. The authors argue that a company's brand portfolio must reflect how the target customer actually views the brand- it must encompass every brand - whether the company owns it or not - that affects the buying decision.Based on thirty years of consulting experience and extensive research across industries, the authors introduce a breakthrough 3-D mapping tool - the brand portfolio molecule - that lets managers visualize all elements of a brand and how they interact to create new value. Compelling case studies apply the model to the brand strategies of companies including 3M, Cadillac, Miller Beer, and Yahoo!. In addition, a comprehensive set of implementation tools guide marketers in using the model to: identify the "lead brand" in the eyes of the customer- find and fill product holes- decide whether to extend, prune, or reposition a brand- arrive at the right number of brands- determine how and when to use a corporate brand as an umbrella- allocate marketing funds most effectively- trace brand value using informative metrics- and, convert brand equity into shareholder value and more.The first to provide a holistic model for brand value creation and management, this book is the must-have guide to leveraging every company's infinite asset for lasting competitive advantage. Sam Hill was Chief Marketing Officer at Booz*Allen Sam Hill was Chief Marketing Officer at Booz Allen

Download Free The Infinite Asset Book :

The Infinite Asset MP3The Infinite Asset Mp3
The Infinite Asset PDFThe Infinite Asset PDF
The Infinite Asset EPUBThe Infinite Asset EPUB
The Infinite Asset TXTThe Infinite Asset TXT
The Infinite Asset DOCThe Infinite Asset DOC
The Infinite Asset MOBIThe Infinite Asset MOBI

Comments

Burim Re: The Infinite Asset

so intense! One of the best books I have ever read.

Westlake Re: The Infinite Asset

I can honestly say it was one of the best things I've ever read

Hatstat Re: The Infinite Asset

I can honestly say it was one of the best things I've ever read

Batimon Re: The Infinite Asset

I am happy that finally downloaded the epub versions. I am very happy.

Altagracia Re: The Infinite Asset

I can not remember the last time a book was so addicted.



Advertising



Related Books

Last Books popular