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STRATEGIC MARKET MANAGEMENT
AAKER D. D. wydawnictwo: WILEY, 2007, wydanie VIII cena netto: 260.00 Twoja cena 247,00 zł + 5% vat - dodaj do koszyka "Unquestionably the most comprehensive treatment available on the subject. I found
this book unique in its capacity to benefit executives, planning staff, and students of
strategy alike."
- Robert L. Joss, Dean of the Graduate School of Business, Stanford University
Create successful strategies for today's dynamic business environment
It isn't your Dad's (or Mom's) marketplace any more. Business environments once seemed
quite stable and simple. Today, every market can be described as dynamic, and you need to
adapt your strategies in order to counter the threats and maximize your opportunities.
The Eighth Edition of Strategic Market Management is designed to give you the strategic
management tools you need to meet the challenges created by the dynamic nature of markets.
Using a variety of concepts and methods such as strategic questions, portfolio models, and
scenario analysis, the book outlines the five competencies that spark successful, ongoing
strategizing:
Strategic analysis--With an emphasis on external market analysis, this new edition
illustrates a structured approach to understanding the customer, the competitor, and
important trends that you can apply to your strategic decision making
Stimulating and managing innovation-Understand different types of innovation and deal with
the organizational challenges involved in bringing innovations to market
Managing multiple businesses-Know how to allocate resources towards businesses of the
future and away from businesses that lack growth potential
Creating advantage-Take a long-term perspective to develop truly sustainable competitive
advantages (SCAs)
Developing growth strategies-Gain the skills to energize, leverage, globalize the
business, or create new businesses
Significantly revised, with a wealth of new and updated material, Strategic Market
Management, 8th Edition remains the most authoritative guide to creating business
strategies that will be relevant and compelling to customers, sustainable even in face of
competitive attack, and maximize the assets and competencies of your organization.
Table of contents
Chapter 1 Strategic Market Management--An Introduction and Overview
Part I. Strategic Analysis
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental Analysis and Strategic Uncertainty
Chapter 6 Internal Analysis
Part II. Creating and Implementing Strategy
Chapter 7 SCAs, Synergy and Strategic Philosophies
Chapter 8 Alternate Value Propositions
Chapter 9 Creating and Leveraging Brand Equity
Chapter 10 Energizing the Business
Chapter 11 Leveraging the Business
Chapter 12 Creating New Businesses
Chapter 13 The Global Business
Chapter 14 Setting Priorities for Businesses and Brands--Exit/Milk/Consolidate Options
Chapter 15. The Organization and Strategy
Appendix: Planning Forms
336 pages, paperback
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