Global Perspectives
Strategic Market Management: Global Perspectives David A. Aaker's book is a textbook that focuses on strategic market management in dynamic market conditions. This new European adaptation of the American bestseller offers an up-to-date, practical approach for business students who delve into strategy and marketing.
Description
This new edition provides a strategic perspective on market dynamics with adapted traditional management tools for a changing environment. It covers essential concepts such as product and market scope, value proposition, and core competencies. In addition, it includes a structured analysis of customers, competitors, and markets, supported by practical tools such as flowcharts and planning forms.
The unique focus also lies on strategic use, opportunism, and flexibility, as well as on the importance of a strong brand and value proposition. It further highlights the need for cooperation within organizations that are traditionally separated by product lines or countries, with the aim of synergy and effective market orientation.
This edition emphasizes the importance of a global outlook, supported by recent examples and case studies that align with students' professional context.
Product Specifications
- Author: David A. Aaker (University of California, Berkeley)
- Publisher: John Wiley & Sons Inc
- Publication date: 2010-03-26
- Number of pages: 368
- ISBN: 9780470689752
- Theme: Sales and marketing management
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / Management
About the author
David A. Aaker is Professor Emeritus at the Haas School of Business, University of California, Berkeley. He has received multiple prestigious awards, including the Paul D. Converse Award for his contributions to marketing development. Aaker is the creator of the Aaker Model and the author of more than one hundred articles and fourteen books.
In addition, Damien McLoughlin is affiliated with the UCD Michael Smurfit Graduate Business School as professor and director of the Academic Centre for Marketing Studies. His research and teaching are internationally recognized, and he has worked with companies such as Microsoft and Hewlett-Packard.