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Download Strategic Marketing Management fb2, epub

by David A. Aaker

Download Strategic Marketing Management fb2, epub

ISBN: 0471359955
Author: David A. Aaker
Language: English
Publisher: John Wiley & Sons; 6th Edition edition (2003)
Pages: 352
Category: Marketing & Sales
Subcategory: Money
Rating: 4.6
Votes: 356
Size Fb2: 1451 kb
Size ePub: 1756 kb
Size Djvu: 1462 kb
Other formats: mobi lrf lit lrf


Not wordy at all, each chapter is short, and directly to the points.

Ships from and sold by Yesi Book Store. Not wordy at all, each chapter is short, and directly to the points.

Strategic Market Management (Strategic Market Managment). Strategic Market Management 11e. David A. Aaker.

Author(s): David A. ISBN: 0470056231 (ISBN13: 9780470056233). Strategic Market Management: Global Perspectives (Paperback). Published May 24th 2010 by John Wiley & Sons. Paperback, 354 pages.

Strategic market management. by. Aaker, David A. Publication date. Marketing, Marketing, Strategisch management, Strategisches Management, Marketingmanagement.

Strategic Market Management: Global Perspectives ismotivated by the strategic challenges created by the dynamic natureof markets. The premise is that all traditional strategicmanagement tools either do not apply or need to be adapted to amore dynamic context.

David A. Aaker (b. 1938) is a brand consultant, CEO of Prophet consultancy and author of 12 books

David A. 1938) is a brand consultant, CEO of Prophet consultancy and author of 12 books. Strategic management - is a field that deals with the major intended and emergent initiatives taken by general managers on behalf of owners, involving utilization of resources, to enhance the performance of firms in their external environments.

Summary - Strategic Marketing chapter 7-15. Samenvatting Strategic Market Management - Samenvatting van hoofdstuk 1 t/m 15. 7. 15/16. Marketing Strategic VUB. 2. 16/17.

3 Marketing management versus marketing strategy. 4 Brief history of strategic marketing. An over-riding directional concept that sets out the planned path

3 Marketing management versus marketing strategy. 5 Strategic marketing planning: An overview. 6 Strategic analysis: tools and techniques. Brief description of gap analysis. An over-riding directional concept that sets out the planned path. David Aaker and Michael K. Mills, Strategic Market Management, 2001, p. 11). "Essentially a formula for how a business is going to compete, what its goals should be and what policies will be needed to carry out these goals. Michael Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors, NY, Free Press, 1980). Aaker, Damien McLoughlin. It has also kept the compactness, which has made it so popular with graduate and executive students and managers, while keeping a comprehensive coverage of major and emerging themes in strategy.

Comments:

Adorardana
This book is divided into 2 parts. Part I of the book (chapter 2 to 6) covers strategic analysis, with emphasis on customer, competitor, market, environmental and internal analysis. Part II (chapter 7 to 15) covers the development and implementation of strategy.

For part I which covers both internal and external analysis, the 4P's of the marketing mix (product, price, place, promotion), this book merely scrimps through the concepts. Instead I will recommend the book "Marketing" by Roger A. Kerin, et al, which provides more comprehensive approaches. However, the book "Marketing" does not dwell on strategic management and this is where the strength of this book comes in.

Part II provides insight into creation of sustainable competitive advantages and synergy, creation and leveraging of brand equity, approaches to handle strategic uncertainty in making strategic decisions, growth strategies and implementation strategies. There are multiple growth strategies available, such as energizing existing businesses, leveraging, creating new businesses and globalizing businesses. By identifying and constructing a company's business portfolio, such as classification of products or brands into cash cows, stars, dogs and problematic child according to the BCG growth-share matrix, the appropriate brand portfolio strategy can be employed, such as exiting, milking, divesting or expansion strategies. It further elaborates on the needs to prioritize and trim the brand portfolio, offering guidelines on the strategic brand consolidation process.

In this digital era, I am surprised by the numerous grammar/typo errors found in this book and thereby implying a slack proof-reading process. However, since the main focus is on the quality of the contents, I found this book being able to offer an insight into the strategic aspects of management.
Shistus
A complete approach for strategic management, specially considering the constant chage of business environment.
lubov
I used this book in my strategic class for MBA, this is the single best book I've ever read in marketing; the professor of this class is not top-notch, but the book he recommended is top of the top!

It's so concise yet full of examples, it provides the best frame work to solve real business problems, I wish all the VP in marketing in big companies could read this book.
Throw her heart
great product . Delivered as promised.
Dikus
What a great price.
นℕĨĈტℝ₦
This book was dense to read but I learned so much about marketing strategy from this book and my UC Berkeley Extension Marketing Strategy course. I definitely had to read this twice to make sure that I was digesting the material.What I liked about this book was that the author used well known global companies (Google, Cisco, Tesla, Gap, among others are mentioned)as examples for marketing strategy concepts.
Marirne
This is a great book for every strategist and marketer. Have used it over the years and it's unparalleled in its approach and depth of focus.
This book is not about the 4Ps of marketing. It's a compact book about market management strategies. You only need to spend 5 minutes on a chapter and you'll get key valuable information. Like it.

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