Strategic market management.
Material type:
TextPublication details: Chichester : John Wiley, c2007.Edition: European ed. / David A. Aaker, Damien McLoughlinDescription: xiii, 354 p. : ill. ; 25 cmISBN: - 9780470059869:
- 0470059869
- 658.8101
- .A23 2007
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CW018
Previous ed.: Hoboken, N.J.: Wiley, 2005.
Includes bibliographical references and index.
[PART I INTRODUCTION AND OVERVIEW] Chapter 1 Business Strategy: The Concept and Trends in Its Management -- Chapter 2 Strategic Market Management: An Overview
[PART II STRATEGIC ANALYSIS] Chapter 3 External and Customer Analysis -- Chapter 4 Competitor Analysis -- Chapter 5 Market/Submarket Analysis -- Chapter 6 Environmental Analysis and Strategic Uncertainty -- Chapter 7 Internal Analysis Case Challenges for Part II
[PART III ALTERNATIVE BUSINESS STRATEGIES] Chapter 8 Creating Advantage-Synergy and Vision versus Opportunism -- Chapter 9 Strategic Options: Quality and Brand Equity -- Chapter 10 Strategic Options: Value, Focus, Innovation and Customer Relationships -- Chapter 11 Global Strategies -- Chapter 12 Strategic Positioning
[Case Challenges for Part III] Bulmers -- Innocent
[PART IV GROWTH STRATEGIES] Chapter 13 Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea -- Chapter 14 Diversification -- Chapter 15 Strategies in Declining and Hostile Markets
[Case Challenges for Part IV] Dove -- Green & Black's
[PART V IMPLEMENTATION] Chapter 16 Organisational Issues
[Case Challenges for Part V] Vodafone