Strategic market management global perspectives - Aaker, David A. (Hoboken, N.J. Wiley, 2010)
Strategic market management : an overview -- External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Creating advantage : synergy and commitment vs. opportunism vs -- Alternative value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new businesses -- Global strategies -- Setting priorities for businesses and brands -- From Silos to synergy : harnessing the organization.
Dr. Mary Gretchen F. Chaves (Recommending faculty) : Management Cluster
Includes bibliographical references and index.
Keywords: Marketing -- Management