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Description
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Completely revised and updated, David Aaker's best-selling book, Strategic Market Management , was written for strategy-related courses and approaches strategy development from an external perspective. Offering a structure and methodology for analyzing customers, competitors, market trends, and the external environment, this text helps business managers provide vision to their businesses, monitor and understand the external environment, generate visionary and creative strategic options, and develop strategies that result in a sustainable competitive advantage. Throughout, the books shows how to create strategies that will be relevant and compelling to customers, and that will maximize the assets and competencies of the organization. Relevant topics, such as strategic investment options, strategic positioning, growth options, global strategies, and organization building, provide expert guidance to strategists and marketers alike.
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