Strategic Market Management: Global Perspectives

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Autor:	David A. Aaker, Damien McLoughlin
Lehekülgede arv:	368
Ilmumisaasta:	2010
Kauba ID:	12194667

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Toote kirjeldus: Strategic Market Management: Global Perspectives

The text is a European adaptation of our current US book: Strategic Market Management, 9th Edition by David Aaker. This new edition is a mainstream textsuitable for all business students studying strategy and marketingcourses. Strategic Market Management: Global Perspectives ismotivated by the strategic challenges created by the dynamic natureof markets. The premise is that all traditional strategicmanagement tools either do not apply or need to be adapted to amore dynamic context. The unique aspects of the book are its inclusion of: * A business strategy definition that includes product/marketscope, value proposition, and assets and competences. * A structured strategic analysis including a detailed customer,competitor, market, and environmental analysis leading tounderstanding of market dynamics that is supported by a summaryflow diagram, a set of agendas to help start the process, and a setof planning forms. * Concepts of strategic commitment, opportunism, and adaptabilityand how they can and should be blended together. * Bases of a value proposition and strong brands. A strategywithout a compelling value proposition will not be market driven orsuccessful. Brand assets that will support a business strategy needto be developed. * Creating synergetic marketing with silo organisations definedby products or countries. All organisations have multiple productsand markets and creating cooperation and communication instead ofcompetition and isolation is becoming an imperative. A global perspective is an essential aspect of this new edition.This reflects the lived experience of the student reader but alsotheir likely professional challenges. This is achieved by theextensive use of new examples and vignettes.

Üldine tooteinfo: Strategic Market Management: Global Perspectives

Kauba ID:	12194667
Kategooria:	Majandusalased raamatud
Tootepakendite arv:	1 tk.
Paki suurus ja kaal (1):	0,3 x 0,3 x 0,1 m, 0,2 kg
Kirjastus:	John Wiley Sons Inc
Raamatu keel:	Inglise keel
Kaane tüüp:	Pole informatsiooni
Vorming:	Traditsiooniline raamat
Tüüp:	Täpsustamata
Raamat väljavõttega:	Ei
Autor:	David A. Aaker, Damien McLoughlin
Lehekülgede arv:	368
Ilmumisaasta:	2010

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