Strategic market management
Subtitle: global perspectives
By: Damien McLoughlin, David A. Aaker.
Contributors: Aaker, David A.
Edition: 1st ed.
Publisher: Wiley
Published: 2010
Place of publication: Hoboken, N.J
Language: eng
Number of pages: 368
ISBN-13: 9780470689752
Subjects: Marketing -- Management
Notes: Includes bibliographical references and index.
Table of contents: title: Strategic market management : an overview; title: External and customer analysis; title: Competitor analysis; title: Market/submarket analysis; title: Environmental analysis and strategic uncertainty; title: Internal analysis; title: Creating advantage : synergy and commitment vs. opportunism vs; title: Alternative value propositions; title: Building and managing brand equity; title: Energizing the business; title: Leveraging the business; title: Creating new businesses; title: Global strategies; title: Setting priorities for businesses and brands; title: From Silos to synergy : harnessing the organization.