Strategic Market Management
by David A. Aaker, Christine Moorman
12th Edition
Publisher: Wiley
Book Details
| Print ISBN | 9781119802860 |
| eText ISBN | 9781119802792 |
| Publisher | Wiley |
| Publishing Year | 2023 |
| Edition | 12th Edition |
| Language | English |
| Pages | 480 |
Strategic Market Management, 12th Edition, is a textbook designed to guide strategic marketing planning and corporate decision-making. The volume presents research-based tools and structured analytical frameworks to help organizations navigate dynamic business environments.
Core coverage examines strategic market analysis, customer value propositions, brand creation, and strategic pathways for sustainable growth. The text explains how businesses evaluate expansion opportunities, address growth mindset barriers, and adapt global marketing initiatives to competitive conditions.
Designed for courses in strategic marketing, business policy, and entrepreneurship, the volume also serves as a practical reference for executives, corporate managers, planning specialists, and MBA or EMBA students seeking to refine strategy development and planning.
Table of Contents
Chapter 1: Strategic Market Management—An Introduction and Overview
Chapter 2: Environmental Analysis
Chapter 3: Customer Analysis
Chapter 4: Competitor Analysis
Chapter 5: From Strategic Market Analysis to Marketing Strategy
Chapter 6: Creating Advantage: Customer Value Leadership
Chapter 7: Building and Managing Customer Relationships
Chapter 8: Creating Valuable Customers
Chapter 9: Creating Strong Brands
Chapter 10: Strategic Brand Management
Chapter 11: The Growth Imperative
Chapter 12: Full-Spectrum Innovation
Chapter 13: Evaluating Growth Options
Chapter 14: Managing Global Strategies
Chapter 15: Managing the Business and Brand Portfolio
Chapter 16: Harnessing the Organization
Chapter 17: How Marketing Activities Create Value for Companies
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