Strategic Market Management - Couverture souple

Couverture souple

ISBN 10 : 0471725544 ISBN 13 : 9780471725541

A propos du livre

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.

Présentation de l'éditeur :

The Art of Developing, Evaluating, and Implementing Successful Strategies! Successful market management depends on the manager′s ability to think strategically, and to translate that thinking into results–getting plans. This best–selling text has been revised with new concepts and illustrative examples to show how to develop a complete management system. Using case studies illustrating conceptual models, this compact best–seller shows:
∗ How to conduct a structured external and internal analysis of a business with confidence
∗ How to develop sustainable competitive advantages by developing assets, competencies, and synergies
∗ How to make strategic investment decisions to generate growth
∗ How to organize to support strategies
∗ How to compete strategically in hostile, growth and global contexts

À propos de cette édition

• ISBN 10: 0471725544
• ISBN 13: 9780471725541
• Reliure: Broché