WorldCat Identities

Aaker, David A.

Works: 194 works in 1,192 publications in 8 languages and 19,645 library holdings
Genres: Conference papers and proceedings  Biography  Handbooks and manuals  Case studies 
Roles: Author, Editor, Other, Author of introduction, Creator
Publication Timeline
Most widely held works by David A Aaker
Strategic market management by David A Aaker( Book )

157 editions published between 1984 and 2018 in 3 languages and held by 2,753 WorldCat member libraries worldwide

Relevant for strategic management courses as well as market management, this textbook synthesizes literature in the field of strategy and can be used at both the undergraduate and MBA levels. This edition's global perspective reflects the trend to integrate marketing throughout a company
Marketing research by David A Aaker( Book )

146 editions published between 1981 and 2012 in 3 languages and held by 2,327 WorldCat member libraries worldwide

This text helps both future managers and future researchers understand and appreciate marketing research, when it can and should be used, what research alternatives exist, how to recognise effective research, and how to apply its results
Developing business strategies by David A Aaker( Book )

61 editions published between 1984 and 2001 in English and held by 1,907 WorldCat member libraries worldwide

No book can better prepare you for the tough 1990s than Developing Business Strategies, Third Edition. Beyond giving your business the vision it needs, it will give you the specific tools you need to know your environment, respond to change, and flourish in times when many businesses will not. Fully revised and updated, this classic work shows you how to read the factors existing outside of your business--from changes and trends to threats and opportunities--and develop sound strategies that help your business grow. Written in an easy-to-read style by a highly regarded authority on business and marketing management, Developing Business Strategies, Third Edition features vivid, illustrative examples. Like its successful predecessors, it presents a structured approach that will help you analyze your customers, competitors, and industry. Assess your own strengths and weaknesses to develop and implement strategic options. Choose products and markets ripe for reinvestment. Develop sustainable competitive advantages through differentiation, low cost, synergy, preemptive moves, and niching. Implement and manage strategic change in a global market. And test your existing strategies with practical exercises so you can pinpoint new strategic thrusts. Plus, the Third Edition contains 33 percent all new or revised material. New coverage includes a broader look at sustainable competitive advantages, an expanded introduction to external analysis, strategy development and discussion agendas, shareholder value analysis, the value chain, the role of brand equity in creating advantages, new ideas in global strategy, and more. Now more than ever, a business needs to plan its future. Simply extending what was done last year into this year can spell disaster for any business. As they face the uncertain 1990's businesses need Developing Business Strategies, Third Edition
Consumerism: search for the consumer interest. by David A Aaker( Book )

49 editions published between 1947 and 1982 in English and held by 1,835 WorldCat member libraries worldwide

Advertising management by David A Aaker( Book )

84 editions published between 1975 and 2009 in 3 languages and held by 1,526 WorldCat member libraries worldwide

Building strong brands by David A Aaker( Book )

51 editions published between 1966 and 2018 in 3 languages and held by 1,222 WorldCat member libraries worldwide

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's 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
Brand leadership by David A Aaker( Book )

54 editions published between 2000 and 2014 in 7 languages and held by 969 WorldCat member libraries worldwide

The leading consultant on branding returns with an instant classic, a top to bottom guide to winning the battle of the brands
Managing brand equity : capitalizing on the value of a brand name by David A Aaker( Book )

23 editions published between 1991 and 2014 in 3 languages and held by 875 WorldCat member libraries worldwide

"The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover, in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented." "In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn. Book jacket."--Jacket
Brand relevance : making competitors irrelevant by David A Aaker( )

25 editions published between 2010 and 2013 in 3 languages and held by 831 WorldCat member libraries worldwide

"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"--
Essentials of marketing research by V Kumar( Book )

31 editions published between 1999 and 2008 in English and Chinese and held by 534 WorldCat member libraries worldwide

Managers all over the world make decisions on product and service related issues on a regular basis. Defining, generating, managing and interpreting information becomes an integral part of every organization. Readers of this te×t are presented with an overview of the major steps in the marketing research process. The book starts by detailing the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making. It then takes a micro-level approach, detailing each step of the marketing research process
Multivariate analysis in marketing: theory and application by David A Aaker( Book )

20 editions published between 1971 and 1981 in English and held by 523 WorldCat member libraries worldwide

Brand equity & advertising : advertising's role in building strong brands by David A Aaker( Book )

13 editions published between 1993 and 2016 in English and Undetermined and held by 510 WorldCat member libraries worldwide

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the ""real world."" The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they po
Brand portfolio strategy : creating relevance, differentiation, energy, leverage, and clarity by David A Aaker( Book )

14 editions published between 2004 and 2014 in English and Undetermined and held by 510 WorldCat member libraries worldwide

"In this book from the world's premier brand expert and author of the seminal work Building Strong Brands, David Aaker shows managers how to construct a brand portfolio strategy that will support a company's business strategy and create relevance, differentiation, energy, leverage, and clarity. Building on case studies of world-class brands such as Dell, Disney, Microsoft, Sony, Dove, Intel, CitiGroup, and PowerBar, Aaker demonstrates how powerful, cohesive brand strategies have enabled managers to revitalize brands, support business growth, and create discipline in confused, bloated portfolios of master brands, subbrands, endorser brands, co-brands, and brand extensions."--Jacket
Three threats to brand relevance : strategies that work by David A Aaker( )

7 editions published in 2013 in English and held by 450 WorldCat member libraries worldwide

Their fields, pieces in the Jossey-Bass Short Format Series provide busy, on-the-go professionals, managers and leaders around the world with must-have, just-in-time information in a concise and actionable format
Spanning silos : the new CMO imperative by David A Aaker( Book )

12 editions published in 2008 in English and held by 282 WorldCat member libraries worldwide

'Spanning Silos' explains how to strengthen your credibility with silo teams and your CEO, use cross-functional teams and other strategic linking devices, foster communication across silos, develop common planning processes, and adapt your brand strategy to silo units
Marketing research : private and public sector decisions by David A Aaker( Book )

14 editions published in 1980 in English and Undetermined and held by 255 WorldCat member libraries worldwide

Marken erfolgreich gestalten : die 20 wichtigsten Grundsätze der Markenführung by David A Aaker( )

7 editions published in 2015 in German and English and held by 190 WorldCat member libraries worldwide

Ein kompakter Überblick über die nützlichsten Konzepte und Methoden für die Entwicklung starker Marken, die sich im Wettbewerb erfolgreich differenzieren. Die 20 Grundsätze basieren auf dem weltweit aktuellsten Wissensstand über Marken, ihre Etablierung und Weiterentwicklung. Sie zeigen die verschiedenen Möglichkeiten auf, die Manager bei der Gestaltung von Marken haben, und wie Sie damit direkten Einfluss auf Unternehmensstrategie und -erfolg nehmen können. Die deutsche Ausgabe ist mehr als eine Übersetzung. Die Autoren veranschaulichen anhand von Fallbeispielen aus dem deutschsprachigen Raum, warum man Marken als Vermögenswerte betrachten sollteund wie man eine strategische Markenvision entwickelt, diese ganzheitlich umsetzt und gegenüber Kunden einlöst. Gleichzeitig wird gezeigt, wie man Marken in neue Produktkategorien erweitert, sie gegenüber Angriffen des Wettbewerbs schützt, ihre Relevanz langfristig erhält und warum man das eigene Markenportfolio als Ökosystem betrachten sollte. Der Inhalt Marken als Vermögensgegenstände von strategischer Bedeutung verstehen Eine überzeugende Markenvision entwickeln Die Marke zum Leben erwecken Die Relevanz der Marke bewahren und erhalten Das Markenportfolio als Ökosystem verstehen und managen Die Autoren Professor Dr. David Aaker ist Vice-Chairman von Prophet und emeritierter Professor der Haas School of Business der Universität Berkeley, Kalifornien, USA. Professor Dr. Florian Stahl hält den Lehrstuhl für Quantitatives Marketing und Konsumentenverhalten an der Universität Mannheim. Felix Stöckle ist Partner vonProphet, Berlin
Advertising management : practical perspectives by David A Aaker( Book )

6 editions published in 1975 in English and held by 165 WorldCat member libraries worldwide

Brand Race by David Aaker( Visual )

1 edition published in 2015 in Undetermined and held by 131 WorldCat member libraries worldwide

Program Highlights How "must-have" product innovations knock out competitors. Giving a weakened brand new energy and visibility. When to market the product category more than the brand. Incremental product improvements to promote "my brand is better than your brand" have little impact on the market dynamics affecting market share. In industry after industry, the brand race is won instead by substantial innovations that define new categories or subcategories and thus make competitors irrelevant. From Chrysler's debut of the mini-van to's shift from software to the cloud, substantial innovations can define a category, and truly transformational innovations can be game changers. The keys to winning brand relevance, says Dr. Aaker in this Stanford video, include timing your product innovations to market need (Apple), tapping underserved segments (Luna), building a robust customer relationship (Harley-Davidson), erecting barriers to competition in execution (Zappos), and becoming an exemplar brand (Prius). David Aaker is professor emeritus of marketing and public policy at UC Berkeley's Haas School of Business and vice chairman of Prophet. The author of numerous books, including Brand Relevance: Making Competitors Irrelevant, he earned his BS from MIT, and MS in statistics and PhD in business administration from Stanford University
Marketing research by David A Aaker( Book )

35 editions published between 1986 and 2016 in 4 languages and held by 129 WorldCat member libraries worldwide

Marketing Research prepares marketing students to make data driven business decisions
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Building strong brands
Marketing researchDeveloping business strategiesConsumerism: search for the consumer interest.Advertising managementBuilding strong brandsBrand leadershipManaging brand equity : capitalizing on the value of a brand nameBrand relevance : making competitors irrelevant
Alternative Names
Aaker, .. 1938-

Aaker, D. A.

Aaker, D. A. 1938-

Aaker, David.

Aaker, David 1938-

Aaker, David A.

Aaker, David Allen

Aaker, David Allen 1938-

David A. Aaker

David A. Aaker economista statunitense

David A. Aaker US-amerikanischer Wirtschaftswissenschaftler

David Aaker Amerikaans econoom

David Aaker amerikansk ekonom

David Aaker amerikansk økonom

Аакер, Д

Аакер, Д. (Дэвид А.)

Аакер, Дэвид А.

Девід Ейкер

Девід Ейкер американський маркетинговий консультант і автор книг з маркетингу і, зокрема, з брендингу та стратегій бренду

Дейвид Аакър

دیوید اکر اقتصاددان آمریکایی

데이비드 아커

아커, 데이비드 1938-

아커, 데이비드 A. 1938-

에이커, 데이비드 1938-

ア-カ- , デ-ビッド 1938-

ア-カ- , デ-ビッド A. 1938-

アーカー, D. A.

アーカー, デービッド・A