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Strategic Market Management 12e von David A. Aaker US Edition Softcover
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eBay-Artikelnr.:157063159628
Artikelmerkmale
- Artikelzustand
- Year
- 2015
- Field of Study
- Psychology
- Product Type
- Textbook
- Educational Level
- College
- Topic
- Speaking & Listening
- ISBN
- 9781119802860
Über dieses Produkt
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1119802865
ISBN-13
9781119802860
eBay Product ID (ePID)
8057259789
Product Key Features
Number of Pages
480 Pages
Language
English
Publication Name
Strategic Market Management
Publication Year
2023
Subject
Marketing / General
Type
Textbook
Subject Area
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1.1 in
Item Weight
25.4 Oz
Item Length
9.2 in
Item Width
7.4 in
Additional Product Features
Edition Number
12
Intended Audience
College Audience
LCCN
2023-027943
Dewey Edition
22
Illustrated
Yes
Dewey Decimal
658.8
Table Of Content
Chapter 1 Strategic Market Management--An Introduction and Overview 1 PART ONE STRATEGIC MARKET ANALYSIS 17 Chapter 2 Environmental Analysis 19 Chapter 3 Customer Analysis 43 Chapter 4 Competitor Analysis 64 Chapter 5 From Strategic Market Analysis to Marketing Strategy 89 PART TWO CREATING MARKETING STRATEGY 117 Chapter 6 Creating Advantage: Customer Value Leadership 119 Chapter 7 Building and Managing Customer Relationships 139 Chapter 8 Creating Valuable Customers 164 Chapter 9 Creating Strong Brands 181 Chapter 10 Strategic Brand Management 209 PART THREE MANAGING MARKETING STRATEGY FOR GROWTH 235 Chapter 11 The Growth Imperative 237 Chapter 12 Full-Spectrum Innovation 259 Chapter 13 Evaluating Growth Options 291 Chapter 14 Managing Global Strategies 315 Chapter 15 Managing the Business and Brand Portfolio 336 PART FOUR IMPLEMENTING MARKETING STRATEGY 357 Chapter 16 Harnessing the Organization 359 Chapter 17 How Marketing Activities Create Value for Companies 379 Case Studies C-1 Appendix: Internal Analysis A-1 Notes N-1 Index I-1
Synopsis
Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets In Strategic Market Management , David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth. Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New "digital marketing strategy" topics--including the metaverse, algorithmic bias, augmented reality, influencers, and gamification--are integrated throughout the book. Strategic Market Management , Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.
LC Classification Number
HF5415.13.A354 2024
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