Strategic Market Management: Global Perspectives (Paperback)

Description

The book is a European adaptation of our current US book: Strategic Market Management, 9E by David Aaker.

Motivated by the strategic challenges created by the dynamic nature of markets, this book is on the premise is that all traditional strategic management tools either do not apply or need to be adapted to a more dynamic context. 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 European examples and vignettes.

The unique aspects of the book are its inclusion of:
•　A business strategy definition that includes product/market scope, value proposition, and assets and competences.
•　A structured strategic analysis including a detailed customer, competitor, market, and environmental analysis leading to understanding of market dynamics that is supported by a summary flow diagram, a set of agendas to help start the process, and a set of planning forms.
•　Concepts of strategic commitment, opportunism, and adaptability and how they can and should be blended together.
•　Bases of a value proposition and strong brands. A strategy without a compelling value proposition will not be market driven or successful. Brand assets that will support a business strategy need to be developed.
•　Creating synergetic marketing with silo organizations defined by products or countries. All organizations have multiple products and markets and creating cooperation and communication instead of competition and isolation is becoming an imperative.

Table Of Contents

1.　Strategic Market Management: An Introduction Overview
2.　External and Customer Analysis
3.　Competitor Analysis
4.　Market/Submarket Analysis
5.　Environmental Analysis and Strategic Uncertainty
6.　Internal Analysis
7.　Creating Advantage, Synergy, and Commitment vs. Opportunism vs. Adaptability
8.　Alternative Value Propositions
9.　Building and Managing Brand Equity
10.　Energizing the Business
11.　Leveraging the Business
12.　Creating New Businesses
13.　Global Strategies
14.　Setting priorities for Businesses and brands—The Exit, Milk, and Consolidate Options
15.　From Silos to Synergy—Harnessing the Organization

描述

這本書是我們目前美國書籍《戰略市場管理》（第9版）的歐洲改編版，作者是David Aaker。

受市場動態性所帶來的戰略挑戰的啟發，本書的前提是傳統戰略管理工具要麼不適用，要麼需要適應更動態的環境。全球視角是這個新版本的重要方面。這反映了學生讀者的生活經驗，也反映了他們可能面臨的職業挑戰。這是通過廣泛使用新的歐洲案例和短篇故事來實現的。

本書的獨特之處在於包括以下內容：
- 包含產品/市場範圍、價值主張和資產與能力的商業策略定義。
- 結構化的戰略分析，包括詳細的客戶、競爭對手、市場和環境分析，以了解市場動態，並支持總結流程圖、一組議程以幫助啟動過程，以及一組計劃表格。
- 戰略承諾、機會主義和適應性的概念，以及它們如何可以和應該被結合在一起。
- 創造具有價值主張和強大品牌的基礎。沒有引人注目的價值主張的戰略將無法以市場為導向或成功。需要發展支持商業策略的品牌資產。
- 創造產品或國家定義的矽谷組織的協同營銷。所有組織都有多個產品和市場，創造合作和溝通，而不是競爭和孤立，正在成為一個必要的要求。

目錄

1. 戰略市場管理：簡介概述
2. 外部和客戶分析
3. 競爭對手分析
4. 市場/子市場分析
5. 環境分析和戰略不確定性
6. 內部分析
7. 創造優勢、協同效應和承諾 vs. 機會主義 vs. 適應性
8. 替代價值主張
9. 建立和管理品牌資產
10. 激發業務
11. 利用業務
12. 創造新業務
13. 全球戰略
14. 為業務和品牌設定優先順序-退出、擠乳和整合選項
15. 從矽谷到協同效應-利用組織