Strategic Market Management - David A. Aaker , Damien McLoughlin - Librairie Eyrolles
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Strategic Market Management

Strategic Market Management

European Edition

David A. Aaker, Damien McLoughlin

354 pages, parution le 12/02/2007

Résumé

The European edition of Strategic Market Management has been prepared with the objective of taking David Aaker's outstanding and well-established textbook and presenting it to a European audience. It retains the culture of the original text, to maintain its accessibility and continue its emphasis on practical action. 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. The core value of the original text, that the development, evaluation and implementation of business strategies are essential to successful management, is also retained in the European edition.

The book is essential reading for any management or business school course that focuses on the management of strategies. It is especially appropriate for marketing strategy, strategic management and business policy courses. It is also designed to be used by managers who need to develop strategies or who run a small business and want to improve their strategy development and planning processes.

L'auteur - Damien McLoughlin

Dr Damien McLoughlin is Dean of the Michael Smurfit Graduate School of Business and in 2004 he was a visiting Professor in Marketing at the S.C. Johnson Graduate School of Management, Cornell University. His teaching is highly regarded and has been recognised with teaching awards from both the Smurfit and Quinn Schools of Business. He is also a member of the 4.5 Club for Teaching Excellence at Cornell.

His research, teaching and consulting interests are in areas of strategic marketing, market making and B2B marketing. His work has been published in leading international journals such as the Journal of Business Research, Industrial Marketing Management and the European Journal of Marketing. He is a member of the editorial board of a number of leading marketing journals including Industrial Marketing Management. Professionally he has worked with leading international firms such as Alltech, Microsoft and Hewlett-Packard.

Sommaire

  • Introduction and overview
    • Business Strategy: The Concept and Trends in Its Management.
    • Strategic Market Management: An Overview.
  • Strategic analysis.
    • External and Customer Analysis.
    • Competitor Analysis.
    • Market/Submarket Analysis.
    • Environmental Analysis and Strategic Uncertainty.
  • Alternative business strategies.
    • Creating Advantage-Synergy and Vision versus Opportunism.
    • Strategic Options: Quality and Brand Equity.
    • Strategic Options: Value, Focus, Innovation and Customer Relationships.
    • Global Strategies.
    • Strategic Positioning.
  • Growth strategies.
    • Growth Strategies: Penetration, Product-Market Expansion,Vertical Integration, and the Big Idea.
    • Diversification.
    • Strategies in Declining and Hostile Markets.
  • Implementation.
    • Organisational Issues.
Voir tout
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Caractéristiques techniques

  PAPIER
Éditeur(s) Wiley
Auteur(s) David A. Aaker, Damien McLoughlin
Parution 12/02/2007
Nb. de pages 354
Format 17 x 24,5
Couverture Broché
Poids 700g
Intérieur 2 couleurs
EAN13 9780470059869
ISBN13 978-0-470-05986-9

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