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9780471415725

Strategic Market Management, 6th Edition

by
  • ISBN13:

    9780471415725

  • ISBN10:

    0471415723

  • Edition: 6th
  • Format: Paperback
  • Copyright: 2002-01-01
  • Publisher: Wiley
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List Price: $68.20

Summary

It isn't your Dad's (or Mom's) marketplace any more. Business environments once seemed quite stable and simple. Today, every market can be described as dynamic, and you need to adapt your strategies in order to counter the threats and maximize your opportunities.

Author Biography

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley

Table of Contents

INTRODUCTION AND OVERVIEW.
Business Strategy: The Concept and Trends in Its Management.
Strategic Market Management: An Overview.
STRATEGIC ANALYSIS.
External and Customer Analysis.
Competitor Analysis.
Market Analysis.
Environmental Analysis and Strategic Uncertainty.
Internal Analysis.
ALTERNATIVE BUSINESS STRATEGIES.
Obtaining a Sustainable Competitive Advantage.
Differentiation Strategies.
Cost, Focus, and the Preemptive Move.
Strategic Positioning.
Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea.
Diversification.
Strategies in Declining and Hostile Markets.
Global Strategies.
IMPLEMENTATION.
Implementation.
Appendix: Planning Forms.
Index.

Supplemental Materials

What is included with this book?

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