Strategic market management /
Aaker, David A.,
Strategic market management / David A. Aaker and Christine Moorman. - Twelfth edition. - x, 395 [C-13, A-7, N-27, I-18] pages ; 23 cm.
Includes index.
Strategic market management - an introduction and overview -- Part One. Strategic market analysis -- Environmental analysis -- Customer analysis -- Competitor analysis -- From strategic market analysis to marketing strategy -- Part Two. Creating marketing strategy -- Creating advantage: customer value leadership -- Building and managing customer relationships -- Creating valuable customers -- Creating strong brands -- Strategic brand management -- Part Three. Managing marketing strategies for growth -- The growth imperative -- Full-spectrum innovation -- Evaluating growth options -- Managing global strategies -- Managing the business and brand portfolio -- Part Four. Implementing marketing strategy -- Harnessing the organization -- How marketing activities create value for companies.
"This 12th edition of Strategic Marketing Management continues its mission to help business leaders develop marketing strategies that lead to enduring competitive advantage-a task that has become more daunting over the years. In most markets, competitors are reaching parity on basic functional benefits. Digital disruption is shaking most markets and challenging companies to find new sources of value and new business models. It is a challenging and exciting time to lead companies-full of opportunities and threats"--
9781119802860
2023027943
Marketing--Management.
Strategic planning.
HF5415.13 / .A354 2023
658.8 / Aa41s
Strategic market management / David A. Aaker and Christine Moorman. - Twelfth edition. - x, 395 [C-13, A-7, N-27, I-18] pages ; 23 cm.
Includes index.
Strategic market management - an introduction and overview -- Part One. Strategic market analysis -- Environmental analysis -- Customer analysis -- Competitor analysis -- From strategic market analysis to marketing strategy -- Part Two. Creating marketing strategy -- Creating advantage: customer value leadership -- Building and managing customer relationships -- Creating valuable customers -- Creating strong brands -- Strategic brand management -- Part Three. Managing marketing strategies for growth -- The growth imperative -- Full-spectrum innovation -- Evaluating growth options -- Managing global strategies -- Managing the business and brand portfolio -- Part Four. Implementing marketing strategy -- Harnessing the organization -- How marketing activities create value for companies.
"This 12th edition of Strategic Marketing Management continues its mission to help business leaders develop marketing strategies that lead to enduring competitive advantage-a task that has become more daunting over the years. In most markets, competitors are reaching parity on basic functional benefits. Digital disruption is shaking most markets and challenging companies to find new sources of value and new business models. It is a challenging and exciting time to lead companies-full of opportunities and threats"--
9781119802860
2023027943
Marketing--Management.
Strategic planning.
HF5415.13 / .A354 2023
658.8 / Aa41s