Strategic Marketing Management

Strategic Marketing Management

by 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

Overview

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.

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:
9780471871101
Publisher:
Wiley, John & Sons, Incorporated
Publication date:
01/01/1984
Pages:
336

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