Strategic Market Management: Global Perspectives
Strategic Market Management: Global Perspectives is motivated by the strategic challenges created by the dynamic nature of markets. The premise is that all traditional strategic management tools either do not apply or need to be adapted to a more dynamic context.
The unique aspects of the book are its inclusion of:
A global perspective is an essential aspect of this new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This is achieved by the extensive use of new gobal examples and vignettes.
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External and Customer Analysis
Environmental Analysis and Strategic Uncertainty
Alternative Value Propositions
Energizing the Business
Leveraging the Business
Creating New Businesses
Setting Priorities for Businesses and Brands
From Silos to Synergy Harnessing
Building and Managing Brand Equity