Aaker, David A.
Strategic market management : global perspectives / David A. Aaker, Damien McLoughlin. - Hoboken, N.J. : Wiley, c2010. - xiii, 354 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Strategic market management : an overview -- External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Creating advantage : synergy and commitment vs. opportunism vs -- Alternative value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new businesses -- Global strategies -- Setting priorities for businesses and brands -- From Silos to synergy : harnessing the organization.
9780470689752 (pbk.)
2009049240
Marketing--Management.
HF5415.13 / .A23 2010
658.802 / AAK 2010
Strategic market management : global perspectives / David A. Aaker, Damien McLoughlin. - Hoboken, N.J. : Wiley, c2010. - xiii, 354 p. : ill. ; 24 cm.
Includes bibliographical references and index.
Strategic market management : an overview -- External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Creating advantage : synergy and commitment vs. opportunism vs -- Alternative value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new businesses -- Global strategies -- Setting priorities for businesses and brands -- From Silos to synergy : harnessing the organization.
9780470689752 (pbk.)
2009049240
Marketing--Management.
HF5415.13 / .A23 2010
658.802 / AAK 2010