000 02629cam a22003018a 4500
008 091119s2010 nju b 001 0 eng
010 _a 2009049240
020 _a9780470689752
040 _aDLC
050 0 0 _aHF5415.13
_b.A23 2010
082 0 0 _a658.8/02
100 1 _aAaker, David A.
245 1 0 _aStrategic market management :
_bglobal perspectives
_cDavid A. Aaker, Damien McLoughlin
250 _a1st ed.
260 _aHoboken, N.J. :
263 _a1003
300 _axiii, 354 p. :
_bill. ;
_c24 cm.
504 _aIncludes bibliographical references and index.
505 0 _aStrategic 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.
526 _aMARK344 MARK935
650 0 _aMarketing
700 1 _aMcLoughlin, Damien
500 _aThe 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 8 th and 9 th edition of the US textbook. The major differences in these and the 7 th 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.
005 20170126093615.0
001 22067
003 UOWD
999 _c4529