Completely revised and updated, David Aaker's best-selling book, Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making.
The 10th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.
New to This Edition
- Ethics LX Simulation: The Med4Life Marketing Simulation puts students in the role of marketing managers to use critical thinking and decision making skills as they face challenges in product cannibalization, segmentation and international marketing.
- New Case Studies including well-known companies and programs including P&G’s “Thank You Mom” campaign, Red Bull events, and Whole Foods Markets.
- New and Revised Material based on recent research and writings by influential thinkers regarding big data, going green and corporate social responsibility.
Contents
- Chapter 1 Strategic Market Management—An Introduction and Overview
PART ONE STRATEGIC ANALYSIS
- Chapter 2 External and Customer Analysis
- Chapter 3 Competitor Analysis
- Chapter 4 Market/Submarket Analysis
- Chapter 5 Environmental Analysis and Strategic Uncertainty
- Chapter 6 Internal Analysis
PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY
- Chapter 7 Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability
- Chapter 8 Alternative Value Propositions
- Chapter 9 Building and Managing Brand Equity
- Chapter 10 Toward a Strong Brand Relationship
- Chapter 11 Energizing the Business
- Chapter 12 Leveraging the Business
- Chapter 13 Creating New Businesses
- Chapter 14 Global Strategies
- Chapter 15 Setting Priorities for Businesses and Brands—The Exit, Milk, and Consolidate Options
- Chapter 16 From Silos to Synergy—Harnessing the Organization
- Appendix: Planning Forms
- Index
About the Author
- David A. Aaker is the Vice-Chairman of Prophet Brand Strategy, Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley and an advisor to Dentsu Inc. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award) and the theory and practice of marketing (the Buck Weaver Award), he has published over 100 articles and 14 books including Strategic Market Management, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos and his latest book, Brand Relevance: Making Competitors Irrelevant. His books have been translated into eighteen languages with sales well over one million. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world and is on the Board of Directors of the Food Bank of Contra Costa and Solano Counties.
Book Details
- Paperback: 336 pages
- Publisher: Wiley; 10 edition (October 21, 2013)
- Language: English
- ISBN-10: 1118582861
- ISBN-13: 978-1118582862
- Product Dimensions: 9.1 x 7.5 x 0.6 inches
- List price: $131.95