Synopses & Reviews
Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks them through the strategic challenges created by the dynamic nature of today's markets. The ninth edition emphasizes a customer perspective and the fact that every strategy should have a value proposition that is meaningful to the customers. New sections are included on energizing the business and how to overcome the barriers that powerful organization silos create to inhibit cooperation and communication. Two new case studies delve into real world and engaging issues. One focuses on Sony's response to the iPod while the other discusses the use of contemporary artists to give marketing professionals a real-world perspective.
Synopsis
Developing and implementing strategies today is very different than only a few decades ago; nearly all firms today operate in dynamic markets. Completely revised and updated, Aaker's best-selling book, Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies that will enjoy sustainable advantage in dynamic markets that are increasingly complex and cluttered. The intent is to provide decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision making and developing growth strategies.
Table of Contents
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
- Hobart
- Dove
- Competing Against Wal-Mart
- Contemporary Art
- Sony vs. iPod
Appendix: Planning Form