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Strategic Market Management,
- ISBN 13:
9781118582862
- ISBN 10:
1118582861
- Edition: 10th
- Format: Paperback
- Copyright: 10/21/2013
- Publisher: John Wiley & Sons Inc
Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)
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Summary
Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks them through the strategic challenges created by the dynamic nature of today’s markets. Strategic Market Management, 10th Edition emphasizes a customer perspective and the fact that every strategy should have a value proposition that is meaningful to the customers. Sections are included on energizing the business and how to overcome the barriers that powerful organization silos create to inhibit cooperation and communication. Specific case studies delve into real world and engaging issues.
