Description About the Book: Strategic Market Management: Global Perspectives 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. Strategic Market Management: An Introduction and Overview External and Customer Analysis Competitor Analysis Market/Submarket Analysis Environmental Analysis and Strategic Uncertainty Internal Analysis Creating Advantage, Synergy, and Commitment versus Opportunism versus Adaptability Building and Managing Brand Equity Energizing the Business Leveraging the Business Creating New Businesses Global Strategies Setting Priorities for Businesses and Brands - the Exit, Milk, and Consolidate Options From Silos to Synergy - Harnessing the Organization Content 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 About the Author: David A Aaker, Damien Mcloughlin David A. Aaker is the E.T. Grether Professor of Marketing and Public Policy at the Haas School of Business, University of California at Berkeley. He has published over 100 articles and is the author of 13 books. Professor Aaker is part of the editorial boards of Journal of Strategic Marketing, Marketing Management, The Journal of Brand Management, Strategy and Leadership, and The Russian Management Journal.He received the MIT Buck Weaver Award in 2004 for contributions to the advancement of theory and practice in marketing science. Damien McLoughlin is Senior Lecturer and Director of Academic Centre for Marketing Studies at the UCD Michael Smurfit Graduate Business School. His teaching is highly regarded and has been recognised with teaching awards from both the Smurfit and Quinn Schools of Business. He is also a member of the 4.5 Club for Teaching Excellence at Cornell. His research, teaching and consulting interests are in areas of strategic marketing, market making and B2B marketing. His work has been published in leading international journals such as the Journal of Business to Business Marketing, Irish Marketing Review, Journal of Consumer Behaviour, Journal of Business Research, Industrial Marketing Management and the European Journal of Marketing. He is a member of the editorial board of a number of leading marketing journals including Industrial Marketing Management. Professionally he has worked with leading international firms such as Alltech, Microsoft and Hewlett-Packard.

• Paperback
• Publisher: Wiley; 1st Edition (01 January 2010)
• Language: English
• ISBN: 9788126548927
• Package Dimensions: 8.9 x 6 x 0.6 inches