Strategic market management [printed text] / David A. Aaker, Author ; Damien McLoughlin, Author  . -  European Edition . - Chichester : John Wiley & Sons, 2007 . - xiii, 354 p ; Paperback 24mm.
ISBN : 978-0-470-05986-9 : €52.20
The European edition of Strategic Market Management retains the essence of the original text, in particular its accessibility and emphasis on practical action, while switching its focus to how the concepts and ideas contained in the book might be used by European managers. This book is essential reading for any strategic marketing or strategic management course. It is also designed to be used by managers needing to develop strategies or improve their planning processes.

Keywords:	'Marketing' 'Management' 'Europe'
Class number:	658.8101
Contents note:	Preface; Acknowledgments Part 1 Introduction and overview Chapter 1 Business strategy: The concept and trends in its management; Chapter 2 Strategic market management: An overview Part 2 Strategic analysis Chapter 3 External and customer analysis; Chapter 4 Competitor analysis; Chapter 5 Market analysis; Chapter 6 Environmental analysis and strategic uncertainty; Chapter 7 Internal analysis Part 3 Alternative business strategies Chapter 8 Creating advantage, synergy and vision verses opportunism; Chapter 9 Strategic options: Quality and brand equality; Chapter 10 Strategic options: value, focus, innovation and customer relationships; Chapter 11 Global strategies; Chapter 12 Strategic positioning Part 4 Growth strategies Chapter 13 Growth strategies: Penetration, product-market expansion, vertical integration, and the big idea; Chapter 14 Diversification; Chapter 15 Strategies in declining and hostile markets Part 5 Implementation issues Chapter 16 Organisational issues Index