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Strategic market management, helps managers identify, implement, prioritize, and adapt marketdriven business strategies in dynamic markets. From ideas to market 225 chapter 14 global strategies 230 motivations underlying global strategies 231 standardization vs. Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Contents preface ix acknowledgements xiii chapter 1 strategic market management. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decisionmaking. David aaker, is the author of over one hundred articles and 18 books on marketing, business strategy and branding that have sold over one million copies. Aaker, david damien mcloughlin paperback, 368 pages, published 2010 by wiley international edition isbn. It is a challenging but exciting time, full of opportunities as well as threats. Strategic market management helps managers identify, implement, prioritize, and adapt marketdriven business strategies in dynamic markets. It retains the culture of the original text, to maintain its accessibility and continue its emphasis on practical action. A textbook for management or business school courses in marketing strategy, strategic planning, policy administration, and similar subjects. Use features like bookmarks, note taking and highlighting while reading strategic market management. Global perspectives ismotivated by the strategic challenges created by the dynamic natureof markets.
In david aaker s pathbreaking book, managing brand equity, managers discovered the value of a brand as a strategic asset and a companys primary source of competitive advantage. Editions of strategic market management by david a. A recap of strategic marketing management contents vu 194 195 199 207 2 214 216 220. Download it once and read it on your kindle device, pc, phones or tablets. The european edition of strategic market management has been prepared with the objective of taking david aaker s outstanding and wellestablished textbook and presenting it to a european audience. As a cornerstone of marketing, branding is critical for success on many markets.
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