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Strategic market management: global perspectives

By: Aaker, David A.
Contributor(s): McLoughlin, Damien.
Material type: materialTypeLabelBookPublisher: New Delhi Wiley 2014Description: xiii, 354 p.ISBN: 9788126548927.Subject(s): Marketing Management | Strategic planningDDC classification: 658.8 Summary: The new edition text is a mainstream text suitable for all business students studying strategy and marketing courses. A global perspective is an essential aspect of the new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This is achieved by the use of examples and vignettes. For the new edition, new examples have been employed to drive the global ambition. (http://www.wileyindia.com/management-textbooks/strategic-management/strategic-market-management-global-perspectives.html)
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658.8 A2S8 Strategic market management: global perspectives 658.8 A2S8-2011 Strategic market management 658.8 A8L8 Luxury brands in emerging markets

Table of Contents:

Chapter 1: Strategic Market Management: An Introduction and Overview

PART I: 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 II: CREATING, ADAPTING AND IMPLEMENTING STRATEGY

Chapter 7: Creating Advantage, Synergy and Commitment versus Opportunism versus Adaptability
Chapter 8: Alternative Value Propositions
Chapter 9: Building and Managing Brand Equity
Chapter 10: Energizing the Business
Chapter 11: Leveraging the Business
Chapter 12: Creating New Businesses
Chapter 13: Global Strategies
Chapter 14: Setting Priorities for Businesses and Brands - the Exit, Milk and Consolidate Options
Chapter 15: From Silos to Synergy - Harnessing the Organization

The new edition text is a mainstream text suitable for all business students studying strategy and marketing courses. A global perspective is an essential aspect of the new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This is achieved by the use of examples and vignettes. For the new edition, new examples have been employed to drive the global ambition.

(http://www.wileyindia.com/management-textbooks/strategic-management/strategic-market-management-global-perspectives.html)

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