Strategic Market Management / Edition 7

Strategic Market Management / Edition 7

by David A. Aaker
     
 

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

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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

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Product Details

ISBN-13:
9780471484264
Publisher:
Wiley
Publication date:
03/28/2004
Edition description:
Older Edition
Pages:
368
Product dimensions:
6.00(w) x 9.04(h) x 0.52(d)

Related Subjects

Table of Contents

Pt. IIntroduction and Overview1
Ch. 1Business Strategy: The Concept and Trends in Its Management3
Ch. 2Strategic Market Management: An Overview19
Pt. IIStrategic Analysis37
Ch. 3External and Customer Analysis39
Ch. 4Competitor Analysis58
Ch. 5Market/Submarket Analysis78
Ch. 6Environmental Analysis and Strategic Uncertainty97
Ch. 7Internal Analysis113
Pt. IIIAlternative Business Strategies139
Ch. 8Creating Advantage - Synergy and Vision versus Opportunism141
Ch. 9Strategic Options162
Ch. 10Strategic Options: Value, Focus, and Innovation177
Ch. 11Global Strategies194
Ch. 12Strategic Positioning214
Pt. IVGrowth Strategies241
Ch. 13Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea243
Ch. 14Diversification262
Ch. 15Strategies in Declining and Hostile Markets281
Pt. VImplementation303
Ch. 16Organizational Issues305
App.: Planning Forms329
Index343

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