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Beschreibung
The book is a European adaptation of our current US book: Strategic Market Management, 9th edition by David Aaker. The new edition text will be a mainstream text suitable for all business students studying strategy and marketing courses in the UK and Europe. It will take into account the substantive changes made by David Aaker in the 8th and 9th edition of the US textbook. The major differences in these and the 7th edition of the US book which, was the basis of the first European adaptation are the coverage of branding and greater emphasis of innovation. These were both added into the first European edition. New topics will be identified that are not covered that should be for example the financial aspects of marketing. The new edition will also include revised and updated European case material.
A global perspective is an essential aspect of the new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This will be achieved by the use of examples and vignettes. The previous European edition was entirely re-populated with new examples. For the new edition, new examples will be employed to drive the global ambition and to respond to the substantive changes of the 8th and 9th US editions.
A global perspective is an essential aspect of the new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This will be achieved by the use of examples and vignettes. The previous European edition was entirely re-populated with new examples. For the new edition, new examples will be employed to drive the global ambition and to respond to the substantive changes of the 8th and 9th US editions.
The book is a European adaptation of our current US book: Strategic Market Management, 9th edition by David Aaker. The new edition text will be a mainstream text suitable for all business students studying strategy and marketing courses in the UK and Europe. It will take into account the substantive changes made by David Aaker in the 8th and 9th edition of the US textbook. The major differences in these and the 7th edition of the US book which, was the basis of the first European adaptation are the coverage of branding and greater emphasis of innovation. These were both added into the first European edition. New topics will be identified that are not covered that should be for example the financial aspects of marketing. The new edition will also include revised and updated European case material.
A global perspective is an essential aspect of the new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This will be achieved by the use of examples and vignettes. The previous European edition was entirely re-populated with new examples. For the new edition, new examples will be employed to drive the global ambition and to respond to the substantive changes of the 8th and 9th US editions.
A global perspective is an essential aspect of the new edition. This reflects the lived experience of the student reader but also their likely professional challenges. This will be achieved by the use of examples and vignettes. The previous European edition was entirely re-populated with new examples. For the new edition, new examples will be employed to drive the global ambition and to respond to the substantive changes of the 8th and 9th US editions.
Über den Autor
David A. Aakeris Professor Emeritus at the Haas School of Business, University of California, Berkeley. He has been awarded four career awards including the
1996 Paul D. Converse Award for outstanding contributions the development of marketing. He is the creator of the Aaker
Model(TM), has published more than 100 articles and 14 books
Damien McLoughlin is Professor and Director of the Academic Centre for Marketing Studies at the UCD Michael Smurfit Graduate Business School. His teaching is highly regarded and has been recognized with teaching awards from both the Smurfit and Quinn Schools of Business.
His work has been published in leading international journals. Professionally, he has worked with leading international firms such as Alltech, Microsoft and Hewlett-Packard.
1996 Paul D. Converse Award for outstanding contributions the development of marketing. He is the creator of the Aaker
Model(TM), has published more than 100 articles and 14 books
Damien McLoughlin is Professor and Director of the Academic Centre for Marketing Studies at the UCD Michael Smurfit Graduate Business School. His teaching is highly regarded and has been recognized with teaching awards from both the Smurfit and Quinn Schools of Business.
His work has been published in leading international journals. Professionally, he has worked with leading international firms such as Alltech, Microsoft and Hewlett-Packard.
Inhaltsverzeichnis
Chapter 1 Strategic Market Management: An Overview
Part I STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental Analysis and Strategic Uncertainty
Chapter 6 Internal Analysis
Case Challenges for Part I
Part II CREATING AND IMPLEMENTING STRATEGIES
Chapter 7 Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability
Chapter 8 Alternative Value Propositions
Chapter 9 Building and Managing Brand Equity
Chapter 10 Energizing the Business
Chapter 11 Leveraging the Business
Chapter 12 Creating New Businesses
Chapter 13 Global Strategies
Chapter 14 Setting priorities for Businesses and brands--The Exit, Milk, and Consolidate Options
Chapter 15 From Silos to Synergy--Harnessing the Organization
Case Challenges for Part II
Part I STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental Analysis and Strategic Uncertainty
Chapter 6 Internal Analysis
Case Challenges for Part I
Part II CREATING AND IMPLEMENTING STRATEGIES
Chapter 7 Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability
Chapter 8 Alternative Value Propositions
Chapter 9 Building and Managing Brand Equity
Chapter 10 Energizing the Business
Chapter 11 Leveraging the Business
Chapter 12 Creating New Businesses
Chapter 13 Global Strategies
Chapter 14 Setting priorities for Businesses and brands--The Exit, Milk, and Consolidate Options
Chapter 15 From Silos to Synergy--Harnessing the Organization
Case Challenges for Part II
Details
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 368 |
| Inhalt: | 368 S. |
| ISBN-13: | 9780470689752 |
| ISBN-10: | 0470689757 |
| Sprache: | Englisch |
| Herstellernummer: | 14568975000 |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Mcloughlin, Damien
Aaker, David A. |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Maße: | 244 x 166 x 17 mm |
| Von/Mit: | Damien Mcloughlin (u. a.) |
| Erscheinungsdatum: | 26.03.2010 |
| Gewicht: | 0,623 kg |
Über den Autor
David A. Aakeris Professor Emeritus at the Haas School of Business, University of California, Berkeley. He has been awarded four career awards including the
1996 Paul D. Converse Award for outstanding contributions the development of marketing. He is the creator of the Aaker
Model(TM), has published more than 100 articles and 14 books
Damien McLoughlin is Professor and Director of the Academic Centre for Marketing Studies at the UCD Michael Smurfit Graduate Business School. His teaching is highly regarded and has been recognized with teaching awards from both the Smurfit and Quinn Schools of Business.
His work has been published in leading international journals. Professionally, he has worked with leading international firms such as Alltech, Microsoft and Hewlett-Packard.
1996 Paul D. Converse Award for outstanding contributions the development of marketing. He is the creator of the Aaker
Model(TM), has published more than 100 articles and 14 books
Damien McLoughlin is Professor and Director of the Academic Centre for Marketing Studies at the UCD Michael Smurfit Graduate Business School. His teaching is highly regarded and has been recognized with teaching awards from both the Smurfit and Quinn Schools of Business.
His work has been published in leading international journals. Professionally, he has worked with leading international firms such as Alltech, Microsoft and Hewlett-Packard.
Inhaltsverzeichnis
Chapter 1 Strategic Market Management: An Overview
Part I STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental Analysis and Strategic Uncertainty
Chapter 6 Internal Analysis
Case Challenges for Part I
Part II CREATING AND IMPLEMENTING STRATEGIES
Chapter 7 Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability
Chapter 8 Alternative Value Propositions
Chapter 9 Building and Managing Brand Equity
Chapter 10 Energizing the Business
Chapter 11 Leveraging the Business
Chapter 12 Creating New Businesses
Chapter 13 Global Strategies
Chapter 14 Setting priorities for Businesses and brands--The Exit, Milk, and Consolidate Options
Chapter 15 From Silos to Synergy--Harnessing the Organization
Case Challenges for Part II
Part I STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental Analysis and Strategic Uncertainty
Chapter 6 Internal Analysis
Case Challenges for Part I
Part II CREATING AND IMPLEMENTING STRATEGIES
Chapter 7 Creating Advantage: Synergy and Commitment vs. Opportunism vs. Adaptability
Chapter 8 Alternative Value Propositions
Chapter 9 Building and Managing Brand Equity
Chapter 10 Energizing the Business
Chapter 11 Leveraging the Business
Chapter 12 Creating New Businesses
Chapter 13 Global Strategies
Chapter 14 Setting priorities for Businesses and brands--The Exit, Milk, and Consolidate Options
Chapter 15 From Silos to Synergy--Harnessing the Organization
Case Challenges for Part II
Details
| Erscheinungsjahr: | 2010 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 368 |
| Inhalt: | 368 S. |
| ISBN-13: | 9780470689752 |
| ISBN-10: | 0470689757 |
| Sprache: | Englisch |
| Herstellernummer: | 14568975000 |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Mcloughlin, Damien
Aaker, David A. |
| Hersteller: |
John Wiley & Sons
John Wiley & Sons Inc |
| Maße: | 244 x 166 x 17 mm |
| Von/Mit: | Damien Mcloughlin (u. a.) |
| Erscheinungsdatum: | 26.03.2010 |
| Gewicht: | 0,623 kg |
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