Book description
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.
Table of contents
- Cover Page
- Title Page
- Copyright
- PREFACE
- CONTENTS
- CHAPTER ONE: Strategic Market Management—An Introduction and Overview
- PART ONE: STRATEGIC ANALYSIS
-
PART TWO: CREATING, ADAPTING, AND IMPLEMENTING STRATEGY
- CHAPTER SEVEN: Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability
- CHAPTER EIGHT: Alternative Value Propositions
- CHAPTER NINE: Building and Managing Brand Equity
- CHAPTER TEN: Toward a Strong Brand Relationship
- CHAPTER ELEVEN: Energizing the Business
- CHAPTER TWELVE: Leveraging the Business
- CHAPTER THIRTEEN: Creating New Businesses
- CHAPTER FOURTEEN: Global Strategies
- CHAPTER FIFTEEN: Setting Priorities for Businesses and Brands—The Exit, Milk, and Consolidate Options
- CHAPTER SIXTEEN: From Silos to Synergy—Harnessing the Organization
- CASE CHALLENGES FOR PART II
- APPENDIX: Planning Forms
- INDEX
Product information
- Title: Strategic Market Management, 10th Edition
- Author(s):
- Release date: October 2013
- Publisher(s): Wiley
- ISBN: 9781118582862
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