Strategic market management : global perspectives / David A. Aaker, Damien McLoughlin
Material type:
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
Book (loan) | Gräsvik | 658.8 | Available | 080041486929 |
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 adaptability -- 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 : the exit, milk, and consolidate options -- From Silos to synergy : harnessing the organization