戴维•阿克(5)

    著作精选

    书籍

    1.StrategicMarketManagement,JohnWiley&Sons,Inc.2007,eighthedition.

    2.FromFargototheWorldofBrands:MyStorySoFar,IceniBooks,2005.

    3.BrandPortfolioStrategy:CreatingRelevance,Differentiation,Energy,LeverageandClarity,TheFreePress,2004.

    4.MarketingResearch,JohnWiley&Sons,Inc.Co-author:GeorgeS.DayandsincethefiftheditionbyV.Kumer.8thednpublishedin2004.

    5.BrandLeadership,TheFreePress,2000.Co-author:ErichJoachimsthaler.

    6.BuildingStrongBrands,TheFreePress,1996.

    7.AdvertisingManagement,Prentice-Hall,1996,5thedn.Co-author:JohnG.MyersandsincethefourtheditionRajeevBatra.AlsotranslatedintoJapaneseandSpanish.

    8.ManagingBrandEquity,TheFreePress,1991.

    9.Consumerism:SearchfortheConsumerInterest,TheFreePress,1982,4thedn.Co-editor:GeorgeS.Day.

    10.MultivariateAnalysisinMarketing:TheoryandApplications（editor）,WadsworthPublishingCompany,1971.2ndednpublishedbyTheScientificPress,1981.

    论文

    1.“TheRelevanceofRelevance:InnovatingBrandsinFast-MovingMarkets”,Strategy+Business,Spring,2004.Introducesandillustratesbrandrelevance.

    2.“ThePowerofaBrandedDifferentiator”,SloanManagementReview,Fall,2003,pp.83-92.Introducedtheconceptofbranddifferentiator.

    3.“TheValueRelevanceofBrandAttitudeinHighTechnologyMarkets”,JournalofMarketingResearch（withBobJacobson）,November,2001,pp.485-493.Showedthatinthehightechsector,brandequityasmeasuredbyattitudepaysoff.

    4.“TheLureofGlobalBranding（withErichJoachimsthaler）”,HarvardBusinessReview,November-December,1999.Reportedonastudyofhowfirmsmanagetheirbrandglobally.

    5.“ShouldYouTakeYourBrandtoWheretheActionIs?”,HarvardBusinessReview,October-November,1997,pp.135-143.Discussedverticalbrandextensions.

    6.“BrandBuildinginthe‘Post-Media’Age:LessonsfromEurope”（withErichJoachimsthaler）,HarvardBusinessReview,January-February,1997,pp.39-50.UsedexamplesfromEuropetoshowhowtogobeyondadvertisingtobuildbrands.

    7.“TheSaturnStory:BuildingaBrand”,CaliforniaManagementReview,Winter,1994.Thebestarticleawardwinner,toldadramaticbrand-buildingstory.

    8.“ConsumerEvaluationsofBrandExtensions”（withKevinLaneKeller）,JournalofMarketing,1990,Vol.54,pp.27-41.

    9.“TheStrategicRoleofProductQuality”（withRobertJacobson）,JournalofMarketing,October,1987,pp.31-44.Thebestarticleawardwinner,showedhowbrandequityasmeasuredbyperceivedqualitypaysoffintermsofmarketshareandprofitability.

    10.“ThePerilsofHighGrowthMarkets”（withGeorgeS.Day）,StrategicManagementJournal,7,September-October,1986,pp.409-421.Arguedthathighgrowthmarketsarerisky.

    11.“WarmthinAdvertising:Measurement,ImpactandSequenceEffects”（withDouglasStaymanandMichaelR.Hagerty）,JournalofConsumerResearch,March,1986,pp.1-15.OneofthemostcitedJCRarticles,itdefinedwarmthanddemonstrateditsimpact.

    12.“IsMarketShareAllthatIt’sCrackedUptoBe?”（withRobertJacobson）,JournalofMarketing,Fall,1985,pp.11-22.Showedthatinvestingtobuildsharewillimproveprofitabilitymuchlessthanhadbeenassumed.

本文摘自《对话营销大师》

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