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Strategic Market Management

Aaker, David A.; Aaker, David A.; Moorman, Christine; Moorman, Christine · ISBN 9781119392200
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Publisher John Wiley & Sons Australia
Author(s) Aaker / David A.; Aaker / David A.; Moorman / Christine; Moorman / Christine
Edition 11
Published 29/08/2017
Related course codes MKTG3118 - Marketing Strategy and Planning
Strategic Market Management, helps managers identify, implement, prioritize, and adapt market-driven business strategies in dynamic markets. The text provides decision makers with concepts, methods, and procedures by which they can improve the quality of their strategic decision-making. The 11th Edition provides students in strategic marketing, policy, planning, and entrepreneurship courses with the critical knowledge and skills for successful market management, including strategic analysis, innovation, working across business units, and developing sustainable advantages.
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