TY  - BOOK
AU  - Aaker,David A.
AU  - Moorman,Christine
ED  - John Wiley & Sons,
TI  - Strategic market management
SN  - 9781119802860
AV  - HF5415.13 .A354 2023
U1  - 658.8 23/eng/20230912
PY  - 2023///
CY  - Hoboken, New Jersey
PB  - John Wiley & Sons, Inc.
KW  - Marketing
KW  - Management
KW  - Strategic planning
N1  - 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
N2  - "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"--
ER  -