First Friday Book Synopsis

JULY 6, 2011

Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you or your company Those who have read any of David Aaker’s previous books already know that he presents information, insights, and counsel that are anchored in specific real-world circumstances within a broad and deep [.].

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Aaker Brand Books Review 80

First Friday Book Synopsis

APRIL 1, 2011

In case you missed them, these articles have been most popular with the McKinsey Quarterly‘s readers in the first quarter of this year. STRATEGY Have you tested your strategy lately? Ten timeless tests can help you kick the tires on your strategy, and kick up the level of strategic dialogue throughout your company. Click [.].

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McKinsey Article Strategy Company 75

Strategy Driven

SEPTEMBER 27, 2013

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

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Aaker Short-term Marketing Benchmarking 64