STRATEGIC

STRATEGIC MARKET MANAGEMENT

By - Aaker, David A.
Floor - Floor 2
Published - John Wiley & Sons, Inc., India, ©2005
ISBN 10 - 8126516046
ISBN 13 - 9788126516049
Book Status - 1 Qnty Available with us.
Subject - Marketing--Management
Shelf No - 17
Call Number - 658.8 AAK 2005
Edition - 7th ed.
Physical Description - xii, 356 pages : illustrations ; 23 cm
Notes - Includes Index.
Book Information
Market_Desc: · Business Professionals· MBA Students Special Features: · The most direct and comprehensive treatment of the role of marketing in a corporation's strategic decision making· Strong coverage of branding· Provides a structure and methodology for analyzing the external environment· Emphasizes the importance of sustainable competitive advantages (SCAs) in a business About The Book: This book describes and illustrates a structured approach to external market analysis that business managers can apply to their strategic decision-making. By using a variety of concepts and methods such as strategic questions, portfolio models and scenario analysis, this book help managers identify and evaluate numerous strategic investment alternatives. It also discusses how an organization can create dynamic strategies that are responsive to changing conditions. The book also places greater emphasis on the importance of external market analysis including the value proposition, product category analysis, the value of relevance, and competitor analysis.

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