Strategic market management /
Aaker, David A.
Strategic market management / David A. Aaker. - 8th ed. - xii, 322 p. : ill. ; 23 cm.
Strategic market management : an introduction -- pt. I. Strategic analysis: External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Case challenges for part I -- pt. II. Creating, adapting, and implementing strategy: Creating advantage, synergy, and strategic philosophies -- Alternate value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new business -- Global strategies -- Setting priorities for businesses and brands : the exit, milk, and consolidate options -- Organizational issues -- Case challenges for part II -- Appendix : Planning forms.
9780470056233 (pbk. : alk. paper) 0470056231 (pbk. : alk. paper)
Marketing--Management
Pazarlama--Yönetim
HF5415.13 / .A25 2008
Strategic market management / David A. Aaker. - 8th ed. - xii, 322 p. : ill. ; 23 cm.
Strategic market management : an introduction -- pt. I. Strategic analysis: External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Case challenges for part I -- pt. II. Creating, adapting, and implementing strategy: Creating advantage, synergy, and strategic philosophies -- Alternate value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new business -- Global strategies -- Setting priorities for businesses and brands : the exit, milk, and consolidate options -- Organizational issues -- Case challenges for part II -- Appendix : Planning forms.
9780470056233 (pbk. : alk. paper) 0470056231 (pbk. : alk. paper)
Marketing--Management
Pazarlama--Yönetim
HF5415.13 / .A25 2008
