Strategic Marketing Management, 6th Edition (Strategic Market Management)

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9780471415725: Strategic Marketing Management, 6th Edition (Strategic Market Management)

Focuses on the need to analyze the external environment and the competitive marketplace to make strategic market selections and competitive positioning decisions.

  • The most complete, systematic approach to external analysis available.
  • Addresses key current strategy issues, and is noted for its extensive use of business examples.

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From the Back Cover:

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

About the Author:

David A. Aaker of University of California at Berkeley

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