Erich Joachimsthaler Livres

The interaction field model: how to create unstoppable velocity -- How John Deere is revolutionizing an industry -- The new consumer and how to reach her: interactions vs. transactions -- LEGO: framing the interaction field -- Klöckner: an old-line company acts like a start-up -- Discovery and Flatiron Health reshape an entire industry -- GoPro-feeding the virtuous cycle -- Mobility in a superfluid market -- Fashion: -Burberry flips the model ... and then flips out -- Velocity versus clicks: on becoming an interaction field company -- Conclusion: new ways forward-the world is created through interactions.

Management fads come and go in the blink of an eye, but branding is here to stay. Closely watched by the stock market and obsessed over by the biggest companies, brand identity is the one indisputable source of sustainable competitive advantage, the vital key to customer loyalty. David Aaker is widely recognised as the leading expert in this burgeoning field. Now he prepares managers for the next wave of the brand revolution. With coauthor Erich Joachimsthaler, Aaker takes brand management to the next level - strategic brand leadership. Required reading for every marketing manager is the authors' conceptualisation of 'brand architecture' - how multiple brands relate to each other - and their insights into the ever-changing area of Internet branding. Full of impeccable, intelligent guidance, Brand Leadership is the visionary key to business success in the future.

Innovation is crucial for company growth, yet many businesses overlook external market shifts. The example of Sony illustrates this, as its triumphs in consumer products like the Walkman led to a failure in recognizing evolving consumer preferences. In contrast, Apple seized the opportunity by introducing the iPod, which transformed music consumption and organization, highlighting the importance of adapting to changing demands in the marketplace.

Brand equity has become a crucial focus for managers, evolving significantly since its initial exploration by David Aaker in the late 1980s. Recognized as a leading authority in this field, Aaker guides managers through the emerging landscape of brand leadership, emphasizing strategies that go beyond traditional management fads. His insights aim to equip professionals with the tools necessary to navigate and excel in the ongoing brand revolution.

1.440 Chancen für profitables Wachstum Nur 5 Prozent aller Produktinnovationen schaffen es, sich einen Platz in unseren täglichen 1.440 Minuten Alltag zu erobern – der Rest verschwindet sang- und klanglos aus den Regalen. Erich Joachimsthaler zeigt, welchen Einfluss diese 1.440 Minuten auf unsere Kaufentscheidungen haben und wie man zu den wenigen Erfolgreichen gehört. Sein DIG-Modell eröffnet völlig neue Perspektiven für Produktentwicklung und Marketing. Verborgene Kundenbedürfnisse im Alltag sichtbar machenSystematisch Produktinnovationen entwickelnMit neuen Strategien das Geschäftsfeld erweitern Marketing auf Innovationskurs stellt althergebrachte Prinzipien auf den Kopf und zeigt, wie Unternehmen neue Geschäftsfelder eröffnen. »Marketingvordenker Prof. Dr. Erich Joachimsthaler setzt in seinem neuen Buch völlig neue Akzente und gibt Unternehmen einen Überblick darüber, welche Kundenbedürfnisse wie und in welchem Kontext entstehen. ›Demand-First, Innovation and Growth‹ (DIG) heißt sein Konzept, bei dem er Menschen beobachtet und begleitet, um Innovations- wie Wachstumschancen zu erkennen.« (Absatzwirtschaft) »Erfolgversprechende Chancen für Innovation und Wachstum gibt es zur Genüge, doch oft können wir sie nicht sehen oder verstehen sie falsch.«