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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. ... More

When markets turn hostile, it's no surprise that managers are tempted to extend their brands vertically--that is, to take their brands into a seemingly attractive market above or below their current positions. And for companies chasing growth, the urge to move into booming premium or value segments ... More

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 compris... More

In this long-awaited 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 c... More

"Threats to brand relevance are always lurking around the corner. Your brand is virtually never immune from the risk of fading instead of being energized or being damaged instead of strengthened."—David Aaker From branding guru David Aaker comes Three Threats to Brand Relevance, a provocative new of... More

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. ... More

Branding guru Aaker shows how to eliminate the competition and become the lead brand in your marketThis ground-breaking book defines the concept of brand relevance using dozens of case studies-Prius, Whole Foods, Westin, iPad and more-and explains how brand relevance drives market dynamics, which ge... More

Powerful product, country, and functional silos are jeopardizing companies' marketing efforts. Because of silos, firms misallocate resources, send inconsistent messages to the marketplace, and fail to leverage scale economies and successes--all of which can threaten a company's survival.As David Aak... More

Costs, market fragmentation, and new media channels that let customers bypass advertisements seem to be in league against the old ways of marketing. Relying on mass media campaigns to build strong brands may be a thing of the past. Several companies in Europe, making a virtue of necessity, have come... More

As more and more companies begin to see the world as their market, brand builders look with envy upon those businesses that appear to have created global brands--brands whose positioning, advertising strategy, personality, look, and feel are in most respects the same from one country to another. Att... More

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 byBrandweekas "the dean of the brand-equity movement," Aaker now prepares managers for the next level of the brand revolution -- b... More

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 p... More

Tour the incredible scope of the cosmos as we know it with the editor in chief of Astronomy, featuring jaw-dropping illustrations and full-color photography from the magazine&’s archives, much of it never before published. &“The natural history of the galaxies is majestic and deserves its own David ... More

For more than a century, conventional wisdom has held that the South lost the Civil War because of bad luck and overwhelming Union strength. The politicians and generals on the Confederate side have been lionized as noble warriors who bravely fought for states' rights. But in Dixie Betrayed, histori... More

Join David J. Eicher in this fast-paced and entertaining journey through the history, present, and future of these important yet mysterious cosmic bodies. From ancient times, humans have been fascinated by 'broom stars' and 'blazing scimitars' lighting up the sky and moving against the fixed backg... More

Get ready to blast off into the space! This interactive, fact-filled book by two space experts takes kids aged 8-12 on a journey through the universe with answers to all their questions on space exploration--from what the first rockets looked like and the first animal in space to what space food tas... More

The guns had been silent for nearly half a century, the smoke and pain of battle long since dissipated. An aging veteran sat in a quiet room in his home in Philadelphia, reliving the events that shook the world, events that were now memories of a vanished age. ... More

Like no other conflict in our history, the Civil War casts a long shadow onto modern America," writes David Eicher. In his compelling new account of that war, Eicher gives us an authoritative modern single-volume battle history that spans the war from the opening engagement at Fort Sumter to Lee's s... More

Jay Pasachoff and Alex Filippenko combine extensive research experience (including years of research in such areas as radio astronomy, solar eclipses, supernovae, active galaxies, black holes, and cosmology), teaching experience, and textbook-writing experience to offer a book that is unparalleled i... More

Gordon Johnston has taken his elite health-club concept from the germ of an idea to the pinnacle of success. But the most difficult decision in managing his company lies ahead. Gordon must figure out how to lead Transition fitness clubs into the next phase. In each of the 15 years since Transition's... More

The new 12th edition of Life: The Science of Biology continues to be engaging, active, and focused on teaching the skills that students need to master the majors biology course. New pedagogical features work in conjunction with powerful updates to the online suite of materials in Achieve to sup... More

The Eleventh Edition of Life: The Science of Biology is engaging, active, and focused on teaching the skills that students need in the majors biology course. New pedagogical features grab students' attention and give them a clear learning path through the text. Active learning is a priority througho... More

This book is a compendium of current information on all aspects of these economically important parasites. It provides comprehensive coverage of their biology, management, morphology and diagnostics, in addition to up-to-date information on molecular aspects of taxonomy, host-parasitic relationships... More

Broadband communications has become the major focus for industry for offering rich multimedia IP services in next generation networks. This book deals with the state-of-the-art and the underlying principles of key technologies which facilitate broadband telecommunications including millimetre wave g... More