STRATEGIC MARKET MANAGEMENT, 7TH ED

STRATEGIC MARKET MANAGEMENT, 7TH ED
ISBN-10
8126516046
ISBN-13
9788126516049
Category
Marketing
Pages
376
Language
English
Published
2008-02
Publisher
John Wiley & Sons
Author
David A. Aaker

Description

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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