Zipcar

Creating Demand: The Secrets of Truly Magnetic Offers

February 1, 2012

How do some companies generate runaway growth and extraordinary customer loyalty, even in a sluggish economy? Adrian Slywotzky, an Oliver Wyman senior partner and bestselling author, examines the unpredictable dynamics of demand creation in his latest book, Demand: Creating What…

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Michael Porter and Adrian Slywotzky on how the right strategies and tactics can create demand

December 9, 2011

In her recently published book, Understanding Michael Porter: The Essential Guide to Competition and Strategy, Joan Magretta has much of value to say.  In Chapter 4: Creating Value: The Core  (Part Two), for example, she discusses Enterprise-Rent-a-Car, Zipcar, Southwest Airlines,…

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Brand Relevance: A book review by Bob Morris

July 6, 2011

Brand Relevance: Making Competitors Irrelevant David A. Aaker Jossey-Bass/John Wiley & Sons (2011) If your “brand” isn’t relevant, neither are you and your company Those who have read any of David Aaker’s previous books already know that he presents information,…

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