Your cart is empty
Publisher | John Wiley & Sons (UK) |
Author(s) | David A. Aaker / Damien McLoughlin |
Subtitle | Global Perspectives |
Edition | 1 |
Published | 26th March 2010 |
Related course codes |
Global Perspectives
The text is a European adaptation of our current US book:Strategic Market Management: Global Perspectives is
motivated by the strategic challenges created by the dynamic nature
of markets. The premise is that all traditional strategic
management tools either do not apply or need to be adapted to a
more dynamic context.
The unique aspects of the book are its inclusion of:
A global perspective is an essential aspect of this new edition.
This reflects the lived experience of the student reader but also
their likely professional challenges. This is achieved by the
extensive use of new examples and vignettes.