Strategic market management /
Aaker, David A.
Hoboken, N.J. : Wiley,
c2008.
Significantly revised and updated to reflect current business thinking and market conditions, this edition illustrates a structured approach to external market analysis that business managers can apply to their strategic decision making. By using a variety of concepts and methods such as strategic questions, portfolio models, and scenario analysis, this book helps managers identify and evaluate numerous strategic investment alternatives. This new edition provides greater emphasis on external market analysis, including the value proposition, product category analysis, the value of relevance, and competitor analysis.
Includes bibliographical references and index.
Significantly revised and updated to reflect current business thinking and market conditions, this edition illustrates a structured approach to external market analysis that business managers can apply to their strategic decision making. By using a variety of concepts and methods such as strategic questions, portfolio models, and scenario analysis, this book helps managers identify and evaluate numerous strategic investment alternatives. This new edition provides greater emphasis on external market analysis, including the value proposition, product category analysis, the value of relevance, and competitor analysis.
Marketing
Strategic market management.