David A. Aaker
Autor von Building Strong Brands
Über den Autor
David A. Aaker is the Vice-Chairman of Prophet; Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California, Berkeley; advisor to Dentsu, Inc.; and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding mehr anzeigen contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand. Equity, Building Strong Brands, and Brand Leadership (co-authored with Erich Joachimsthaler). weniger anzeigen
Bildnachweis: Photographed by Margaretta K. Mitchell
Werke von David A. Aaker
Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity (2004) 57 Exemplare
Creating Signature Stories: Strategic Messaging that Energizes, Persuades and Inspires (2018) 18 Exemplare
Brand Equity & Advertising: Advertising's Role in Building Strong Brands (1993) — Herausgeber — 10 Exemplare
Abaixo os silos: Como criar um marketing eficaz e vencedor no segmentado mundo das organizações 3 Exemplare
Estratégia de portfólio de marcas 2 Exemplare
Liderazgo de marca 2 Exemplare
Managing Brand Equality 1 Exemplar
Como construir marcas líderes 1 Exemplar
Construindo Marcas Fortes 1 Exemplar
Pesquisa de Marketing (2ª Edição) 1 Exemplar
Brand building : budování obchodní značky : vytvoření silné značky a její úspěšné zavedení na trh (2003) 1 Exemplar
The Lure of Global Branding 1 Exemplar
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Wissenswertes
- Rechtmäßiger Name
- Aaker, David Allen
- Geburtstag
- 1938-02-11
- Geschlecht
- male
- Nationalität
- USA
- Geburtsort
- Fargo, North Dakota, USA
- Ausbildung
- Massachusetts Institute of Technology (BS|Management)
Stanford University (MS|Statistics)
Stanford University (Ph.D.|Business Administration) - Kurzbiographie
- David A. Aaker is the Vice-Chairman of Prophet, Professor Emeritus of Marketing Strategy at the Haas School of Business, University of California at Berkeley, Advisor to Dentsu, Inc., and a recognized authority on brands and brand management. The winner of the Paul D. Converse Award for outstanding contributions to the development of the science of marketing and the Vijay Mahajan Award for Career Contributions to Marketing Strategy, he has published more than ninety articles and eleven books, including Strategic Market Management, Managing Brand Equity, Building Strong Brands, and Brand Leadership (co-authored with Eric Joachimsthaler).
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Rezensionen
Building Strong Brands von David A. Aaker
Lo mejor para posicionamiento de marcas.
Spanning Silos, identifies the biggest challenge in global business today, working with and through the product, service and P&L silos within established businesses. David Aaker, discusses the challegnes fromm a CMO perspective, however this is an equally large challenge in the agency and marketing service partners of these organisations. A must read for anyone working in a managment position within a global company with responsibility for any cross border activity.
Read it and learn. Times may change, but as seen in Aakers examples, marketing never does. The principle still apply.
Yes, it's a marketing book, get over it. There's some fascinating stuff in this book, which gives a great incite into the world of global branding and marketing. A lot of the content is actually just common sense, but it is very clearly spelled out here - maybe too clearly in places, it's not always necessary to provide an example, a bullet point diagram and an explanation for each point. The book suffers a little towards the end when it starts talking about more specific cases which unless you're brand manager for Pepsi, you probably don't care about. It would also have been nice if the examples weren't all US and they weren't all 10 years out of date, but then the book can't magically update itself I suppose. A very well written and very interesting introduction to the field.… (mehr)
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