Strategic Market Analysis 11/e Wiley Custom [Aaker] 9781119923732

Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making. The 11th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.

頁數：392
版次：第11版
年份：2018年
規格：平裝/單色
ISBN：9781119923732

Chapter 1 Strategic Market Management—An Introduction and Overview
PART ONE STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental and Strategic Analyses
PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY
Chapter 6 Creating Advantage: Customer Value Leadership
Chapter 7 Building and Managing Customer Relationships
Chapter 8 Creating Valuable Customers
Chapter 9 Building and Managing Brand Equity
Chapter 10 Toward a Strong Brand Relationship
Chapter 11 Energizing the Business
Chapter 12 Leveraging the Business
Chapter 13 Creating New Businesses
Chapter 14 Global Strategies
Chapter 15 Setting Priorities for Businesses and Brands
Chapter 16 Harnessing the Organization
Chapter 17 How Marketing Activities Create Value for Companies
Case Studies
The Energy Bar Industry
Assessing the Impact of Changes in the Environment
Creating a New Brand for a New Business
Competing Against the Industry Giant
Leveraging a Brand Asset
Appendix A: Internal Analysis
Appendix B: Planning Forms