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Strategic Market Management

Strategic Market Management - 8th edition

Strategic Market Management - 8th edition

ISBN13: 9780470056233

ISBN10: 0470056231

Strategic Market Management by David A. Aaker - ISBN 9780470056233
Edition: 8TH 08
Copyright: 2008
Publisher: John Wiley & Sons, Inc.
Published: 2008
International: No
Strategic Market Management by David A. Aaker - ISBN 9780470056233

ISBN13: 9780470056233

ISBN10: 0470056231

Edition: 8TH 08

Summary

Updated to reflect current business thinking and market conditions, this new edition of Strategic Market Management illustrates a structured approach to external market analysis that business managers can apply to their strategic decision making. By using a variety of concepts and methods such as strategic questions, portfolio models, and scenario analysis, this book helps managers identify and evaluate numerous strategic investment alternatives. This new update provides greater emphasis on external market analysis, including the value proposition, product category analysis, the value of relevance, and competitor analysis.

Table of Contents

Table of Contents

Strategic market management - an introduction and overview p. 1
External and customer analysis p. 19
Competitor analysis p. 38
Market/submarket analysis p. 58
Environmental analysis and strategic uncertainty p. 78
Internal analysis p. 95
Creating advantage, synergy, and strategic philosophies p. 119
Alternative value propositions p. 138
Building and managing brand equity p. 157
Energizing the business p. 176
Leveraging the business p. 193
Creating new businesses p. 208
Global strategies p. 223
Setting priorities for businesses and brands - the exit, milk, and consolidate options p. 242
Organizational issues p. 259
Table of Contents provided by Blackwell. All Rights Reserved.
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