Erich Joachimsthaler Pořadí knih (chronologicky)

The interaction field model: how to create unstoppable velocity -- How John Deere is revolutionizing an industry -- The new consumer and how to reach her: interactions vs. transactions -- LEGO: framing the interaction field -- Klöckner: an old-line company acts like a start-up -- Discovery and Flatiron Health reshape an entire industry -- GoPro-feeding the virtuous cycle -- Mobility in a superfluid market -- Fashion: -Burberry flips the model ... and then flips out -- Velocity versus clicks: on becoming an interaction field company -- Conclusion: new ways forward-the world is created through interactions.

Innovation is crucial for company growth, yet many businesses overlook external market shifts. The example of Sony illustrates this, as its triumphs in consumer products like the Walkman led to a failure in recognizing evolving consumer preferences. In contrast, Apple seized the opportunity by introducing the iPod, which transformed music consumption and organization, highlighting the importance of adapting to changing demands in the marketplace.

A dozen management fads have come and gone in the past decade, but brand equity, first explored by David Aaker in the late 1980s, has exploded in importance. Recognized as a leading figure in the brand-equity movement, Aaker prepares managers for the next level of the brand revolution—brand leadership. For the first time, Aaker and coauthor Erich Joachimsthaler describe how the emerging paradigm of strategic brand leadership is replacing the classic brand management system. This shift involves a revolution in organizational structure, systems, and culture, demonstrated through hundreds of case studies from companies like Polo Ralph Lauren, Virgin Airlines, Adidas, and McDonald's. The book equips brand management teams with the capability to create and elaborate brand identities, utilize the brand relationship spectrum to form effective brand architectures, identify customer "sweet spots," and leverage the Internet and sponsorship for better brand resource management. It also addresses the four imperatives of global brand management. Like Aaker's previous bestselling works, this book is essential reading for line executives and brand managers in market-driven firms worldwide.

Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadership is the visionary key to business success in the future.