The text is a European adaptation of our current US book:
Strategic Market Management, 9th Edition by
David Aaker. This new edition is a mainstream text
suitable for all business students studying strategy and marketing
Strategic Market Management: Global Perspectives is
motivated by the strategic challenges created by the dynamic nature
of markets. The premise is that all traditional strategic
management tools either do not apply or need to be adapted to a
more dynamic context.
The unique aspects of the book are its inclusion of:
A business strategy definition that includes product/market
scope, value proposition, and assets and competences.
A structured strategic analysis including a detailed customer,
competitor, market, and environmental analysis leading to
understanding of market dynamics that is supported by a summary
flow diagram, a set of agendas to help start the process, and a set
of planning forms.
Concepts of strategic commitment, opportunism, and adaptability
and how they can and should be blended together.
Bases of a value proposition and strong brands. A strategy
without a compelling value proposition will not be market driven or
successful. Brand assets that will support a business strategy need
to be developed.
Creating synergetic marketing with silo organisations defined
by products or countries. All organisations have multiple products
and markets and creating cooperation and communication instead of
competition and isolation is becoming an imperative.
A global perspective is an essential aspect of this new edition.
This reflects the lived experience of the student reader but also
their likely professional challenges. This is achieved by the
extensive use of new examples and vignettes.
- Publication Date:
- 26 / 03 / 2010
- 178 x 247 x 25mm