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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: 658.802
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 MCL (Browse shelf(Opens below)) 1 Available 0060165
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 MCL (Browse shelf(Opens below)) 3 Available 0060585
Total holds: 0

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.

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