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Strategic market management / David A. Aaker and Christine Moorman.

By: Contributor(s): Material type: TextTextPublisher: Hoboken, New Jersey : John Wiley & Sons, Inc., 2023Edition: Twelfth editionDescription: x, 395 [C-13, A-7, N-27, I-18] pages ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781119802860
Subject(s): Additional physical formats: Online version:: Strategic market management.DDC classification:
  • 658.8 Aa41s 23/eng/20230912
LOC classification:
  • HF5415.13 .A354 2023
Contents:
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.
Summary: "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"-- Provided by publisher.
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Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Graduate School Library GRD 658.8 Aa41s 2023 (Browse shelf(Opens below)) 1-1 Available 031995

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"-- Provided by publisher.

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