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Strategic market management / David A. Aaker.

By: Aaker, David A.
Material type: TextTextPublisher: Hoboken, NJ : Wiley, c2011Edition: 9th ed.General Notes: Previous ed.: 2008.Bibliography: Includes bibliographical references and index.Description: ix, 341 p. : ill. ; 23 cm.ISBN: 9780470317242 (pbk.); 0470317248 (pbk.).Subject(s): Marketing -- Management | Strategic planningDDC classification: 658.8
Contents:
Chapter 1 Strategic Market Management: An Overview -- Part I STRATEGIC ANALYSIS -- Chapter 2 External and Customer Analysis -- Chapter 3 Competitor Analysis -- Chapter 4 Market/Submarket Analysis -- Chapter 5 Environmental Analysis and Strategic Uncertainty -- Chapter 6 Internal Analysis -- Part II CREATING AND IMPLEMENTING STRATEGIES -- Chapter 7 Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability -- Chapter 8 Alternative Value Propositions -- Chapter 9 Building and Managing Brand Equity -- Chapter 10 Energizing the Business -- Chapter 11 Leveraging the Business -- Chapter 12 Creating New Businesses -- Chapter 13. Global Strategies -- Chapter 14 Setting priorities for Businesses and brands--The Exit, Milk, and Consolidate Options -- Chapter 15 From Silos to Synergy--Harnessing the Organization -- Hobart -- Dove -- Competing Against Wal-Mart -- Contemporary Art -- Sony vs. iPod --
Summary: Relevant to strategic management courses as well as market management, this textbook synthesises literature in the field of strategy and can be used at both the undergraduate and MBA levels. This edition provides greater emphasis on external market analysis, including the value proposition, product category analysis, and more.
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Previous ed.: 2008.

Includes bibliographical references and index.

Chapter 1 Strategic Market Management: An Overview -- Part I STRATEGIC ANALYSIS -- Chapter 2 External and Customer Analysis -- Chapter 3 Competitor Analysis -- Chapter 4 Market/Submarket Analysis -- Chapter 5 Environmental Analysis and Strategic Uncertainty -- Chapter 6 Internal Analysis -- Part II CREATING AND IMPLEMENTING STRATEGIES -- Chapter 7 Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability -- Chapter 8 Alternative Value Propositions -- Chapter 9 Building and Managing Brand Equity -- Chapter 10 Energizing the Business -- Chapter 11 Leveraging the Business -- Chapter 12 Creating New Businesses -- Chapter 13. Global Strategies -- Chapter 14 Setting priorities for Businesses and brands--The Exit, Milk, and Consolidate Options -- Chapter 15 From Silos to Synergy--Harnessing the Organization -- Hobart -- Dove -- Competing Against Wal-Mart -- Contemporary Art -- Sony vs. iPod --

Relevant to strategic management courses as well as market management, this textbook synthesises literature in the field of strategy and can be used at both the undergraduate and MBA levels. This edition provides greater emphasis on external market analysis, including the value proposition, product category analysis, and more.

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