Strategic Market Management

Informationen zum Autor David A. Aaker is the E.T. Grether Professor of Marketing and Public Policy at the Haas School of Business, University of California at Berkeley. He has published over 100 articles and is the author of 13 books. Professor Aaker is part of the editorial boards of Marketing Science, Journal of Marketing, and Strategic Management Journal. He received the MIT Buck Weaver Award in 2004 for contributions to the advancement of theory and practice in marketing science.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. Klappentext "The concepts and frameworks presented in this book are invaluable for anyone seriously interested in marketing strategy or the management of strategies more generally. The fact that the text uses cases and examples throughout which focus on the UK and the rest of Europe is a huge bonus."--Scott G. Dacko, Associate Professor, Warwick Business School, University of Warwick"This book explains in a clear and concise way the strategic marketing tools and principles managers can use to drive the growth of their businesses. Written in an engaging style, it is replete with examples on how these lessons might be used. I welcome this book and anticipate its wide use amongst practitioners and students alike."--Denis O'Brien, Chairman of DigicelThe 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 essence of the original text, in particular its accessibility and emphasis on practical action, while switching its focus to how the concepts and ideas contained in the book might be used by European managers. The European edition has also kept the compactness, which has made it so popular with graduate and executive students and managers, while retaining comprehensive and contemporary coverage of major and emerging themes in strategy.This 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. The book 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.The European edition provides:* A wealth of European examples and vignettes including cases on Tesco, Innocent, Dove, Neau, The Soft Drinks Market, Green & Blacks and Vodafone.* Revised coverage of topics such as brand equity, CRM, creating new market space, environmental scanning, consumer ethnography, webnography and feature fatigue.* A new base of five entrepreneurial thrusts that include, external analysis, sustainable competitive advantages, creating customer-oriented business strategies, investment decision and implementation.The book is accompanied by a website wileyeurope.com/college/aaker housing a web-based package of supplementary materials including, additional case studies, PowerPoint slides, a test ban...

List of contents

PART I INTRODUCTION AND OVERVIEW 1
 
Chapter 1 Business Strategy: The Concept and Trends in Its Management
 
What is a Business Strategy?
 
Strategic Options
 
Strategic Market Management: Characteristics and Trends
 
Why Strategic Market Management?
 
Chapter 2 Strategic Market Management: An Overview
 
External Analysis
 
Internal Analysis
 
Creating a Vision for the Business
 
Strategy Identification and Selection
 
Selecting among Strategic Alternatives
 
The Process
 
PART II STRATEGIC ANALYSIS
 
Chapter 3 External and Customer Analysis
 
External Analysis
 
The Scope of Customer Analysis
 
Segmentation
 
Customer Motivations
 
Unmet Needs
 
Chapter 4 Competitor Analysis
 
Identifying Competitors--Customer-Based Approaches
 
Identifying Competitors--Strategic Groups
 
Potential Competitors
 
Competitor Analysis--Understanding Competitors
 
Competitor Strengths and Weaknesses
 
Obtaining Information on Competitors
 
Chapter 5 Market/Submarket Analysis
 
Dimensions of a Market Analysis
 
Actual and Potential Market Size
 
Market and Submarket Growth
 
Market and Submarket Profitability Analysis
 
Cost Structure
 
Distribution Systems
 
Market Trends
 
Key Success Factors
 
Risks in High-Growth Markets
 
Chapter 6 Environmental Analysis and Strategic Uncertainty
 
Dimensions of Environmental Analysis
 
Dealing with Strategic Uncertainty
 
Impact Analysis--Assessing the Impact of Strategic Uncertainties
 
Scenario Analysis
 
Chapter 7 Internal Analysis
 
Financial Performance--Sales and Profitability
 
Performance Measurement--Beyond Profitability
 
Determinants of Strategic Options
 
From Analysis to Strategy
 
Business Portfolio Analysis
 
Case Challenges for Part II
 
The Soft Drinks Market
 
Tesco
 
PART III ALTERNATIVE BUSINESS STRATEGIES
 
Chapter 8 Creating Advantage--Synergy and Vision versus Opportunism
 
The Sustainable Competitive Advantage
 
The Role of Synergy
 
Strategic Vision versus Strategic Opportunism
 
A Dynamic Vision
 
Chapter 9 Strategic Options: Quality and Brand Equity
 
Business Strategy Challenges
 
Strategic Options
 
The Quality Option
 
The Brand Equity Option
 
Chapter 10 Strategic Options: Value, Focus, Innovation and Customer Relationships
 
The Value Option
 
The Focus Option
 
The Innovation Option
 
The Customer Relationship Option
 
Chapter 11 Global Strategies
 
Motivations Underlying Global Strategies
 
Standardization versus Customization
 
Global Brand Management
 
Strategic Alliances
 
Chapter 12 Strategic Positioning
 
The Role of the Strategic Position
 
Strategic Position Options
 
Developing and Selecting a Strategic Position
 
Case Challenges for Part III
 
Bulmers
 
Innocent
 
PART IV GROWTH STRATEGIES
 
Chapter 13 Growth Strategies: Penetration, Product-Market Expansion,
 
Vertical Integration, and the Big Idea
 
Growth in Existing Product Markets
 
Product Development for the Existing Market
 
Market Development Using Existing Products
 
Vertical Integration Strategies
 
The Big Idea
 
Chapter 14 Diversification
 
Related Diver

Product details

• Authors: Da Aaker, David A Aaker, David A. Aaker, David A. (University of California Aaker, Aaker David A., Damien Mcloughlin, Damien (Michael Smurfit Graduate School of Business) McLoughlin, McLoughlin Damien
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 26.01.2007
• EAN: 9780470059869
• ISBN: 978-0-470-05986-9
• No. of pages: 368
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Marketing, Strategie (wirtschaftlich), Wirtschaft u. Management, Strategic Marketing