Strategic market management :

Aaker, David A.

Strategic market management : global perspectives / David A. Aaker, Damien McLoughlin . - Special ed. - New Delhi : Wiley, 2014 [Reprint]. - xiii, 354 p. : ill. ; 23 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

658.8/02 A111s 2014
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