Aaker, David A. creator author. Moorman, Christine author. John Wiley & Sons publisher. text nju 2024 Twelfth edition. monographic eng

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x, 395 [C-13, A-7, N-27, I-18] pages ; 23 cm. "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"-- 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. David A. Aaker and Christine Moorman. Includes index. Marketing Management Strategic planning HF5415.13 .A354 2023 658.8 Aa41s Aaker, David A. Hoboken, NJ : Wiley, [2024] Twelfth edition (DLC) 2023027944 9781119802860 2023027943 MdU/DLC 230627 20260721092214.0 23202857 eng