Strategic Market Management - Couverture souple

Aaker, David A.

Couverture souple

ISBN 10 : 0471309567 ISBN 13 : 9780471309567

Editeur : John Wiley & Sons Inc, 1994

Synopsis

Relevant for strategic management courses as well as market management, this textbook provides a synthesis of literature in the field of strategy and can be used at both the undergraduate and MBA levels. This edition includes the latest research and many new examples with a global perspective, reflecting the new thrust to integrate marketing throughout the organization. Competition is stressed as an integral part of making strategic positioning decisions. Building on a basic model for strategy development, the author systematically describes the process of defining and executing a company marketing strategy.

A propos du livre

Quatrième de couverture

Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike. Robert L. Joss, Dean of the Graduate School of Business, Stanford University

The Leading Authority Now Revised!

Completely revised and updated, David Aaker′s authoritative book approaches strategy development from an external perspective driven by a structured analysis of customers, competitors, market trends, and the broader environment.  It shows how to build on strategic analysis to create business strategies that will be relevant and compelling to customers, sustainable to competitive attack, and draw on assets and competencies of the organization. Additional topics such as strategic investment, strategic positioning, growth options, global strategies, and organization building provide guidance to strategists.

Highlights of this Seventh Edition include:

• Seven new cases include The Energy Bar Industry, Competing against Wal–Mart, Xerox: The Early Years, Hobart, Dove, Intel, and Samsung Electronics.
• New discussion questions, more than 65 in all, make the text an even more valuable classroom tool.
• New and revised coverage of such timely topics as emerging submarkets and the relevance challenge, the distinction between fads and trends, disruptive vs. sustaining innovation, and more.
• An emphasis on creating customer–oriented business strategies with a value proposition that is relevant, meaningful, and sustainable.

Biographie de l'auteur

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley.  He is a leading expert on brand strategy and strategic marketing.  He is the author of over seven books for both the practioner and the student of marketing.

Détails de l'édition

• Éditeur: John Wiley & Sons Inc
• Date d'édition: 1994
• Langue: anglais
• ISBN 10: 0471309567
• ISBN 13: 9780471309567
• Reliure: Broché
• Numéro d'édition: 4
• Nombre de pages: 400
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible