Strategic market management

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Title:

Author:

Aaker, David A., author.

ISBN:

9781119802860

Personal Author:

Aaker, David A., author.

Edition:

Twelfth edition.

Physical Description:

1 volume (various pagings) : illustrations ; 24 cm

Abstract:

"This 12th edition of Strategic Marketing Management continues its mission to help business leaders develop marketing strategies that lead to enduring competitive advantage--a task that has become more daunting over the years. In most markets, competitors are reaching parity on basic functional benefits. Digital disruption is shaking most markets and challenging companies to find new sources of value and new business models. It is a challenging and exciting time to lead companies-full of opportunities and threats"-- Provided by publisher.

Subject Term:

Marketing -- Management.

Strategic planning.

Added Author:

Moorman, Christine,

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIESDN	1:GEN-BOOK	000099920	658.8 AAK	1	Searching... Unknown

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Summary

Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets

In Strategic Market Management , David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth.

Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New "digital marketing strategy" topics--including the metaverse, algorithmic bias, augmented reality, influencers, and gamification--are integrated throughout the book.

Strategic Market Management , Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.