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Strategic Market Management 7e

(English,Paperback)

By David A. Aaker (Author)   By  Wiley India Pvt Ltd  (Publication)

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Book Details
Binding :Paperback
Publication Date : 2011
ISBN :9788126516049
Language :English
Rack No. :KOL/233/6/62
Pages :356
Publisher :Wiley India Pvt Ltd

Description

About the Book: Strategic Market Management, 7th Ed

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.

About The Author:

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 practitioner and the student of marketing.

Contents

Part I In...

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