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Aaker, D: Strategic Market Management
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Description
"This book explains in a clear and concise way the strategic marketing tools and principles managers can use to drive the growth of their businesses. Written in an engaging style, it is replete with examples on how these lessons might be used. I welcome this book and anticipate its wide use amongst practitioners and students alike."--Denis O'Brien, Chairman of Digicel
The European edition of Strategic Market Management has been prepared with the objective of taking David Aaker's outstanding and well-established textbook and presenting it to a European audience. It 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. The European edition has also kept the compactness, which has made it so popular with graduate and executive students and managers, while retaining comprehensive and contemporary coverage of major and emerging themes in strategy.
This book is essential reading for any management or business school course that focuses on the management of strategies. It is especially appropriate for marketing strategy, strategic management and business policy courses. The book is also designed to be used by managers who need to develop strategies or who run a small business and want to improve their strategy development and planning processes.
The European edition provides:* A wealth of European examples and vignettes including cases on Tesco, Innocent, Dove, Neau, The Soft Drinks Market, Green & Blacks and Vodafone.* Revised coverage of topics such as brand equity, CRM, creating new market space, environmental scanning, consumer ethnography, webnography and feature fatigue.* A new base of five entrepreneurial thrusts that include, external analysis, sustainable competitive advantages, creating customer-oriented business strategies, investment decision and implementation.
The book is accompanied by a website wileyeurope.com/college/aaker housing a web-based package of supplementary materials including, additional case studies, PowerPoint slides, a test bank, and a comprehensive instructors manual.
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
368
Release Date:
2007-01-26
Publication Date:
2007-01-26
Publisher:
Wiley John + Sons
Languages:
Published:
English,
Original:
English
ISBN10:
81265092520470059869
ISBN13:
9780470059869
GPSR Manufacturer Reference:
Weight:
643 g
Height:
169 cm
Width:
244 cm
Thickness:
27 cm
Condition
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Good
The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
€4,49