Strategic market management : global perspectives /

by Aaker, David A
Additional authors: McLoughlin, Damien
Edition statement:1. ed Published by : Wiley (Hoboken, N.J) Physical details: xiii, 354 p. ISBN:0470689757 (pbk.); 9780470689752 (pbk.). Year: 2010
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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

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