Strategic Market Management: Global Perspectives

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John Wiley & Sons, 2010 - Business & Economics - 354 pages
Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.
 

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Contents

An Introduction
1
External and Customer Analysis
21
Competitor Analysis
41
MarketSubmarket Analysis
60
Environmental Analysis and Strategic Uncertainty
79
Internal Analysis
99
CREATING ADAPTING
131
Alternative Value Propositions
153
Energizing the Business
194
Leveraging the Business
213
Creating New Businesses
230
Global Strategies
246
Setting Priorities for Businesses and Brands
264
From Silos to Synergy Harnessing
282
Planning Forms
330
Index
345

Building and Managing Brand Equity
175

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About the author (2010)

David A. Aakeris Professor Emeritus at the Haas School ofBusiness, University of California, Berkeley. He has been awardedfour career awards including the
1996 Paul D. Converse Award for outstanding contributions thedevelopment of marketing. He is the creator of the Aaker
Model?, has published more than 100 articles and 14 books

Damien McLoughlin is Professor and Director of theAcademic Centre for Marketing Studies at the UCD Michael SmurfitGraduate Business School. His teaching is highly regarded and hasbeen recognized with teaching awards from both the Smurfit andQuinn Schools of Business.

His work has been published in leading international journals.Professionally, he has worked with leading international firms suchas Alltech, Microsoft and Hewlett-Packard.

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