Aaker, Marketing Strategy and System

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Aaker

Marketing Strategy

System

Personal Needs vs. Customer Relationships

Strategy Driven

SEPTEMBER 27, 2013

The systemic nature of marketing strategy depersonalizes their audience by using language that groups customers into segments and tar¬gets. Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test.

Aaker

Aaker Short-term Marketing Benchmarking

Make Your Competition Irrelevant

Harvard Business Review

APRIL 7, 2011

This is the route that breakthrough brands take, and is for most marketers the only route to growth and profitability. Marketing strategies geared toward this approach feature constant, incremental enhancements to the offering's attractiveness, reliability, or price, in hopes of getting buyers to take a second look at a familiar brand.

Aaker

Aaker Brand Marketing Innovation

Leadership Digital

Personal Needs vs. Customer Relationships

Make Your Competition Irrelevant

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