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 prov
ides greater emphasis on external market analysis, including the value proposition, product category analysis, the value of relevance, and competitor analysis.
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. ...show less
Edition/Copyright:8TH 08 Cover: Paperback Publisher:John Wiley & Sons, Inc. Year Published: 2008 International: No
View Table of Contents
Strategic market management - an introduction and overview
External and customer analysis
Environmental analysis and strategic uncertainty
Creating advantage, synergy, and strategic philosophies
Alternative value propositions
Building and managing brand equity
Energizing the business
Leveraging the business
Creating new businesses
Setting priorities for businesses and brands - the exit, milk, and consolidate options
Table of Contents provided by Blackwell. All Rights Reserved.
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