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Strategic market management

Author: Aaker, David A. Publisher: Wiley, 2008.Edition: 8th ed.Language: EnglishDescription: 322 p. : Graphs ; 23 cm.ISBN: 9780470056233Type of document: BookBibliography/Index: Includes bibliographical references and index
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Book Asia Campus
Textbook Collection
Print HF5415.13 .A35 2008
(Browse shelf)
900184281
Consultation only 900184281
Book (short loan) Asia Campus
Textbook Collection
Print HF5415.13 .A35 2008
(Browse shelf)
900190466
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Book Europe Campus
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Print HF5415.13 .A35 2008
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Includes bibliographical references and index

Digitized

Strategic Market Management Contents Chapter 1 Strategic Market Management--An Introduction and Overview What Is a Business Strategy? Strategic Market Management Marketing and Its Role in Strategy 1 3 10 14 PART I STRATEGIC ANALYSIS Chapter 2 External and Customer Analysis External Analysis The Scope of Customer Analysis Segmentation Customer Motivations Unmet Needs Chapter 3 Competitor Analysis Identifying Competitors--Customer-Based Approaches Identifying Competitors--Strategic Groups Potential Competitors Competitor Analysis--Understanding Competitors Competitor Strengths and Weaknesses Obtaining Information on Competitors Chapter 4 Market/Submarket Analysis Dimensions of a Market Analysis Emerging Submarkets Actual and Potential Market Size Market and Submarket Growth Market and Submarket Profitability Analysis Cost Structure Distribution Systems Market Trends Key Success Factors Risks in High-Growth Markets Chapter 5 Environmental Analysis and Strategic Uncertainty Technology Trends Consumer Trends Government/Economic Trends Dealing with Strategic Uncertainty Impact Analysis--Assessing the Impact of Strategic Uncertainties Scenario Analysis 17 19 19 24 24 29 33 38 39 41 44 44 48 55 58 59 59 62 64 66 69 70 70 71 72 78 80 82 87 88 89 90 Chapter 6 Internal Analysis Financial Performance--Sales and Profitability Performance Measurement--Beyond Profitability Strengths and Weaknesses Threats and Opportunities From Analysis to Strategy Case Challenges for Part 1 Trends in Retailing The Energy Bar Industry Competing Against Wal-Mart PART II CREATING, ADAPTING, AND IMPLEMENTING STRATEGY Chapter 7 Creating Advantage, Synergy, and Strategic Philosophies The Sustainable Competitive Advantage The Role of Synergy Strategic Philosophies Chapter 8 Alternative Value Propositions Business Strategy Challenges Alternative Value Propositions Superior Quality Value Chapter 9 Building and Managing Brand Equity Brand Awareness Brand Loyalty Brand Associations The Brand Identity Chapter 10 Energizing the Business Energizing the Business Increasing Product Usage Branded Differentiators Branded Energizers Chapter 11 Leveraging the Business Which Assets and Competencies Can Be Leveraged? Brand Extensions Expanding the Scope Of the Offering New Markets Evaluating Business Leveraging Options The Mirage of Synergy Chapter 12 Creating New Businesses The New Business The Innovator's Advantage 95 96 98 102 103 105 108 108 110 113 117 119 120 125 127 138 139 141 146 150 157 158 159 161 168 176 177 178 182 185 193 194 196 199 200 201 203 208 209 211 Managing Category Perceptions Creating New Business Arenas From Ideas to Market Chapter 13 Global Strategies Motivations Underlying Global Strategies Expanding the Global Footprint Standardization vs. Customization Global Brand Management Strategic Alliances Chapter 14 Setting Priorities for Businesses and Brands--The Exit, Milk, and Consolidate Options The Business Portfolio Divestment or Liquidation The Milk Strategy Prioritizing and Trimming the Brand Portfolio Chapter 15 Organizational Issues A Conceptual Framework Structure Systems People Culture Obtaining Strategic Congruence The New Corporate CMO: Getting Traction A Recap of Strategic Market Management Case Challenges for Part II Hobart Corporation Xerox: The Early Days Dove Transformational Innovations Samsung Electronics Intel (available at www.wiley.com/college/aaker) Appendix: Planning Forms Index 213 214 218 223 224 227 230 233 236 242 243 245 249 251 259 260 260 263 264 266 269 273 276 280 280 282 286 289 291 294 309

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