Strategic Market Management / Edition 9

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Using concrete structures and processes, the Ninth Edition shows how to understand market dynamics and firm strengths to create winning, doable business strategies and to cope with uncertainty.

Showing paths to growth including energizing the business, extending the business, creating new businesses, and going global, Strategic Market Management remains an ideal reference for both marketing students and practitioners.

The Ninth Edition puts new emphasis on a customer perspective, maintaining that today more than over, marketing strategies must be perceived as having real value for their prospects. The author expands on the role of corporate responsibility in energizing the business and fostering internal cooperation and communication.

Features of the Ninth Edition include:

New strategies for rejuvenating business

Ways to overcome corporate barriers to cooperation and communication

New case studies that relate the material to real-world issues

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Editorial Reviews

A textbook for management or business school courses in marketing strategy, strategic planning, policy administration, and similar subjects. Also suitable as a reference for managers. Covers the concepts of strategic market management, the analysis of external and internal factors, a variety of strategies, and implementation and planning. About a quarter of the text is new from the previous edition (no date noted). Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780470317242
  • Publisher: Wiley
  • Publication date: 12/30/2009
  • Edition description: Older Edition
  • Edition number: 9
  • Pages: 352
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.60 (d)

Meet the Author

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing and is the author of over seven books for both the practitioner and the student of marketing.
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Table of Contents

Pt. I Introduction and Overview 1
Ch. 1 Business Strategy: The Concept and Trends in Its Management 3
Ch. 2 Strategic Market Management: An Overview 19
Pt. II Strategic Analysis 37
Ch. 3 External and Customer Analysis 39
Ch. 4 Competitor Analysis 58
Ch. 5 Market/Submarket Analysis 78
Ch. 6 Environmental Analysis and Strategic Uncertainty 97
Ch. 7 Internal Analysis 113
Pt. III Alternative Business Strategies 139
Ch. 8 Creating Advantage - Synergy and Vision versus Opportunism 141
Ch. 9 Strategic Options 162
Ch. 10 Strategic Options: Value, Focus, and Innovation 177
Ch. 11 Global Strategies 194
Ch. 12 Strategic Positioning 214
Pt. IV Growth Strategies 241
Ch. 13 Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea 243
Ch. 14 Diversification 262
Ch. 15 Strategies in Declining and Hostile Markets 281
Pt. V Implementation 303
Ch. 16 Organizational Issues 305
App.: Planning Forms 329
Index 343
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