Strategic Market Management

Strategic Market Management

by David A. Aaker
     
 

View All Available Formats & Editions

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

Overview

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

Editorial Reviews

Booknews
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 (booknews.com)

Product Details

ISBN-13:
9780471852629
Publisher:
Wiley
Publication date:
04/19/1988
Edition description:
2nd ed
Pages:
364
Product dimensions:
1.10(w) x 1.97(h) x (d)

Related Subjects

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.  He is the author of over seven books for both the practioner and the student of marketing.

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >