Strategic Market Management

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9780470059869: Strategic Market Management
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"The concepts and frameworks presented in this book are invaluablefor anyone seriously interested in marketing strategy or themanagement of strategies more generally.  The fact that thetext uses cases and examples throughout which focus on the UK andthe rest of Europe is a huge bonus."
Scott G. Dacko, Associate Professor, Warwick BusinessSchool, University of Warwick

"This book explains in a clear and concise way the strategicmarketing tools and principles managers can use to drive the growthof their businesses. Written in an engaging style, it is repletewith examples on how these lessons might be used. I welcome thisbook and anticipate its wide use amongst practitioners and studentsalike."
Denis O′Brien, Chairman of Digicel

The European edition of Strategic Market Management hasbeen prepared with the objective of taking David Aaker soutstanding and well–established textbook and presenting it to aEuropean audience. It retains the essence of the original text, inparticular its accessibility and emphasis on practical action,while switching its focus to how the concepts and ideas containedin the book might be used by European managers.  The Europeanedition has also kept the compactness, which has made it so popularwith graduate and executive students and managers, while retainingcomprehensive and contemporary coverage of major and emergingthemes in strategy.

This book is essential reading for any management or businessschool course that focuses on the management of strategies. It isespecially appropriate for marketing strategy, strategic managementand business policy courses. The book is also designed to be usedby managers who need to develop strategies or who run a smallbusiness and want to improve their strategy development andplanning processes.

The European edition provides:

  • A wealth of European examples and vignettes including cases onTesco, Innocent, Dove, Neau, The Soft Drinks Market, Green &Blacks and Vodafone.
  • Revised coverage of topics such as brand equity, CRM, creatingnew market space, environmental scanning, consumer ethnography,webnography and feature fatigue.
  • A new base of five entrepreneurial thrusts that include,external analysis, sustainable competitive advantages, creatingcustomer–oriented business strategies, investment decision andimplementation.

The book is accompanied by a websitewileyeurope.com/college/aaker housing a web–based package ofsupplementary materials including, additional case studies,PowerPoint slides, a test bank, and a comprehensive instructorsmanual.

Biographie de l'auteur :

David A. Aaker is the E.T. Grether Professor of Marketingand Public Policy at the Haas School of Business, University ofCalifornia at Berkeley. He has published over 100 articles and isthe author of 13 books. Professor Aaker is part of the editorialboards of Marketing Science, Journal of Marketing,and Strategic Management Journal. He received the MIT BuckWeaver Award in 2004 for contributions to the advancement of theoryand practice in marketing science.

Dr Damien McLoughlin is Dean of the Michael SmurfitGraduate School of Business and in 2004 he was a visiting Professorin Marketing at the S.C. Johnson Graduate School of Management,Cornell University. His teaching is highly regarded and has beenrecognised with teaching awards from both the Smurfit and QuinnSchools of Business. He is also a member of the 4.5 Club forTeaching Excellence at Cornell.
His research, teaching and consulting interests are in areas ofstrategic marketing, market making and B2B marketing. His work hasbeen published in leading international journals such as theJournal of Business Research, Industrial Marketing Management andthe European Journal of Marketing. He is a member of the editorialboard of a number of leading marketing journals includingIndustrial Marketing Management. Professionally he has worked withleading international firms such as Alltech, Microsoft andHewlett–Packard.

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Damien McLoughlin; David A. Aaker
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Description du livre John Wiley and Sons Ltd, United Kingdom, 2007. Paperback. État : New. European ed. 244 x 168 mm. Language: English . Brand New Book. The European edition of Strategic Market Management has been prepared with the objective of taking David Aaker s outstanding and well-established textbook and presenting it to a European audience. It retains the culture of the original text, to maintain its accessibility and continue its emphasis on practical action. It has also kept the compactness, which has made it so popular with graduate and executive students and managers, while keeping a comprehensive coverage of major and emerging themes in strategy. The core value of the original text, that the development, evaluation and implementation of business strategies are essential to successful management, is also retained in the European edition. The book is essential reading for any management or business school course that focuses on the management of strategies. It is especially appropriate for marketing strategy, strategic management and business policy courses. It is also designed to be used by managers who need to develop strategies or who run a small business and want to improve their strategy development and planning processes. N° de réf. du libraire AAZ9780470059869

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Description du livre John Wiley and Sons Ltd, United Kingdom, 2007. Paperback. État : New. European ed. 244 x 168 mm. Language: English . Brand New Book. The European edition of Strategic Market Management has been prepared with the objective of taking David Aaker s outstanding and well-established textbook and presenting it to a European audience. It retains the culture of the original text, to maintain its accessibility and continue its emphasis on practical action. It has also kept the compactness, which has made it so popular with graduate and executive students and managers, while keeping a comprehensive coverage of major and emerging themes in strategy. The core value of the original text, that the development, evaluation and implementation of business strategies are essential to successful management, is also retained in the European edition. The book is essential reading for any management or business school course that focuses on the management of strategies. It is especially appropriate for marketing strategy, strategic management and business policy courses. It is also designed to be used by managers who need to develop strategies or who run a small business and want to improve their strategy development and planning processes. N° de réf. du libraire AAZ9780470059869

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Description du livre John Wiley & Sons, 2007. État : New. 2007. European ed. Paperback. "The concepts and frameworks presented in this book are invaluable for anyone seriously interested in marketing strategy or the management of strategies more generally. The fact that the text uses cases and examples throughout which focus on the UK and the rest of Europe is a huge bonus. " --Scott G. Num Pages: 368 pages. BIC Classification: KJMV7. Category: (P) Professional & Vocational. Dimension: 245 x 169 x 24. Weight in Grams: 620. . . . . . . N° de réf. du libraire V9780470059869

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