Strategic market management : global perspectives /
By: McLoughlin, Damien.
Contributor(s): Aaker, David A.
Publisher: Hoboken, N.J. : Wiley, 2010Description: xiii, 354 p. : ill. ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9780470689752 (pbk.); 9780470689752:; 0470689757 (pbk.).Subject(s): Marketing -- Management | Strategic planningDDC classification: 658.802Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 MCL (Browse shelf(Opens below)) | 1 | Available | 0060165 | ||
Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.802 MCL (Browse shelf(Opens below)) | 3 | Available | 0060585 |
Includes bibliographical references, appendix and index.
Strategic market management : an overview -- External and customer analysis -- Competitor analysis -- Market/submarket analysis -- Environmental analysis and strategic uncertainty -- Internal analysis -- Creating advantage : synergy and commitment vs. opportunism vs -- Alternative value propositions -- Building and managing brand equity -- Energizing the business -- Leveraging the business -- Creating new businesses -- Global strategies -- Setting priorities for businesses and brands -- From Silos to synergy : harnessing the organization.
Suitable for all business students studying strategy and marketing courses in the UK and in Europe, this text also looks at important issues such as the financial aspects of marketing.