Strategic Marketing Managementby David A. Aaker
The development, evaluation, and implementation of business strategies are essential to successful management. This text describes and illustrates a structured approach to external analysis that business managers should find helpful in generating strategic options. It presents methods and concepts that will help readers to select relevant assets and skills and to develop strategies in branding, advertising, distribution, manufacturing, and finance to exploit them. By using a variety of concepts and methods such as strategic questions, portfolio models, and scenario analysis, this text will help managers identify and evaluate numerous strategic investment alternatives. It also discusses how an organization can create dynamic strategies that are responsive to changing conditions.
- Wiley, John & Sons, Incorporated
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