Strategic Market Management (Strategic Market Managment)

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9780471177432: Strategic Market Management (Strategic Market Managment)

The Art of Developing, Evaluating, and Implementing Successful Strategies! Successful market management depends on the manager's ability to think strategically, and to translate that thinking into results-getting plans. This best-selling text has been revised with new concepts and illustrative examples to show how to develop a complete management system. Using case studies illustrating conceptual models, this compact best-seller shows:
* How to conduct a structured external and internal analysis of a business with confidence
* How to develop sustainable competitive advantages by developing assets, competencies, and synergies
* How to make strategic investment decisions to generate growth
* How to organize to support strategies
* How to compete strategically in hostile, growth and global contexts

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About the Author:

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 Marketing Science, Journal of Marketing, and Strategic Management Journal. He received the MIT Buck Weaver Award in 2004 for contributions to the advancement of theory and practice in marketing science. Dr Damien McLoughlin is Dean of the Michael Smurfit Graduate School of Business and in 2004 he was a visiting Professor in Marketing at the S.C. Johnson Graduate School of Management, Cornell University. 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 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.

About the Author:

David Aaker is professor of Marketing, Emeritus at the Haas School of Business, University of California Berkeley. He is a leading expert on brand strategy and strategic marketing and is the author of over seven books for both the practitioner and the student of marketing.

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David A. Aaker
Published by Wiley (1998)
ISBN 10: 0471177431 ISBN 13: 9780471177432
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David A. Aaker
Published by Wiley (1998)
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