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
|Publisher:||Wiley, John & Sons, Incorporated|
|Product dimensions:||6.73(w) x 9.49(h) x (d)|
About 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.