(eBook PDF) Strategic Market Management, 11th Edition – Digital Ebook – Instant Delivery Download
Product details:
- ISBN: 978-1-119-39220-0
- Author: David A. Aaker (Author), Christine Moorman (Author)
Strategic Market Management helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making.
The 11th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.
Table contents:
Chapter 1 Strategic Market Management—An Introduction and Overview
Chapter 2 External and Customer Analysis 19
Chapter 3 Competitor Analysis 39
Chapter 4 Market/Submarket Analysis 59
Chapter 6 Creating Advantage: Customer Value Leadership 103
Chapter 5 Environmental and Strategic Analyses 78
Chapter 7 Building and Managing Customer Relationships 122Creating
Chapter 8 Creating Valuable Customers 146
Chapter 9 Building and Managing Brand Equity 162
Chapter 10 Toward a Strong Brand Relationship 180
Chapter 11 Energizing the Business 194
Chapter 12 Leveraging the Business 214
Chapter 13 Creating New Businesses 230
Chapter 14 Global Strategies 248
Chapter 15 Setting Priorities for Businesses and Brands 266
Chapter 16 Harnessing the Organization 283
Chapter 17 How Marketing Activities Create Value for Companies 303
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