Strategic market management /
David A. Aaker, Vice-Chairman, Prophet Professor Emeritus, University of California, at Berkeley.
- Tenth edition.
- ix, 326 pages : illustrations ; 24 cm
Includes index.
Strategic Market Management, an Introduction and Overview -- Strategic analysis -- External and Customer Analysis -- Competitor Analysis -- Market/Submarket Analysis -- Environmental Analysis and Strategic Uncertainty -- Internal Analysis -- Creating, adapting, and implementing strategy -- Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability -- Alternative Value Propositions -- Building and Managing Brand Equity -- Toward a Strong Brand Relationship -- Energizing the Business -- Leveraging the Business -- Creating New Businesses -- Global Strategies -- Setting Priorities for Businesses and Brands ,t he Exit, Milk, and Consolidate Options -- From Silos to Synergy, harnessing the Organization. 1. Part one. 2. 3. 4. 5. 6. Part two. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16.
"Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks them through the strategic challenges created by the dynamic nature of today's markets. Strategic Market Management, 10th Edition emphasizes a customer perspective and the fact that every strategy should have a value proposition that is meaningful to the customers. Sections are included on energizing the business and how to overcome the barriers that powerful organization silos create to inhibit cooperation and communication. Specific case studies delve into real world and engaging issues"-- Provided by publisher.