Strategic Market Analysis 11/e Wiley Custom
暫譯: 策略市場分析 第11版 Wiley 定制版
Aaker
- 出版商: Wiley
- 出版日期: 2018-01-01
- 定價: $1,320
- 售價: 9.8 折 $1,293
- 語言: 英文
- 頁數: 392
- 裝訂: 平裝
- ISBN: 1119923735
- ISBN-13: 9781119923732
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相關分類:
行銷/網路行銷 Marketing
下單後立即進貨 (約5~7天)
商品描述
Three new chapters were added to the book:
- Chapter 7, "Building and Managing Customer Relationships" examines how companies create strong customer relationships.
- Chapter 8, "Creating Valuable Customers" focuses on ensuring that customers are create value for the company.
- Chapter 17, "How Marketing Creates Value for Companies" examines customer equity and brand equity with a focus on how these assets improve firm value.
●Chapter 5, “Environmental and Strategic Analyses” was significantly revised to focus on contemporary trends in the marketing environment.
●Chapter 6 “Creating Advantage: Customer Value Leadership” introduces the idea of customer value leadership as the basis for strategic advantage.
●Materials throughout the rest of the book were updated.
●Each chapter (except Chapter 1) contains two new “Best Practice” case studies—one digital and one global that focus on successful companies and highlight aspects of their strategies that correspond to the chapter topic.
●A business strategy focus that includes consideration of product/market scope, value proposition, assets and competencies, and functional area strategies.
●A structured strategic analysis, including customer, competitor, market, environmental, and internal analyses, leading to an understanding of market dynamics that is supported by tools, frameworks, and planning forms.
●A detailed discussion of the various types of customer value propositions as the basis for strong customer relationships and brands.
●A deep discussion of how to grow the company by energizing the business, leveraging the business into new areas, creating new businesses, and going global.
●A comprehensive analysis of how to harness the key organization activities to create an effective strategy for long-term performance.
●A view of strategy emphasizing the dynamic nature of markets, which requires customer-driven strategies.
商品描述(中文翻譯)
三個新章節被新增到本書中：
- 第七章，「建立與管理客戶關係」探討公司如何建立強大的客戶關係。
- 第八章，「創造有價值的客戶」專注於確保客戶為公司創造價值。
- 第十七章，「行銷如何為公司創造價值」探討客戶權益和品牌權益，重點在於這些資產如何提升公司的價值。
●第五章，「環境與策略分析」經過重大修訂，專注於行銷環境中的當代趨勢。
●第六章，「創造優勢：客戶價值領導」介紹了客戶價值領導的概念，作為策略優勢的基礎。
●本書其餘部分的材料也進行了更新。
●每個章節（第一章除外）包含兩個新的「最佳實踐」案例研究——一個數位案例和一個全球案例，專注於成功的公司，並突顯其策略中與章節主題相符的方面。
●一個商業策略的焦點，包括對產品/市場範圍、價值主張、資產和能力以及功能區域策略的考量。
●一個結構化的策略分析，包括客戶、競爭者、市場、環境和內部分析，導致對市場動態的理解，並由工具、框架和規劃表單支持。
●對各種客戶價值主張的詳細討論，作為強大客戶關係和品牌的基礎。
●深入討論如何通過激發業務、將業務擴展到新領域、創造新業務和全球化來增長公司。
●全面分析如何利用關鍵組織活動來創造有效的長期績效策略。
●強調市場動態特性的策略觀點，這需要以客戶為驅動的策略。
作者簡介
David A. Aaker, Christine Moorman
作者簡介(中文翻譯)
大衛·A·艾克（David A. Aaker），克里斯汀·摩爾曼（Christine Moorman）
目錄大綱
Chapter 1 Strategic Market Management—An Introduction and Overview
PART ONE STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental and Strategic Analyses
PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY
Chapter 6 Creating Advantage: Customer Value Leadership
Chapter 7 Building and Managing Customer Relationships
Chapter 8 Creating Valuable Customers
Chapter 9 Building and Managing Brand Equity
Chapter 10 Toward a Strong Brand Relationship
Chapter 11 Energizing the Business
Chapter 12 Leveraging the Business
Chapter 13 Creating New Businesses
Chapter 14 Global Strategies
Chapter 15 Setting Priorities for Businesses and Brands
Chapter 16 Harnessing the Organization
Chapter 17 How Marketing Activities Create Value for Companies
Case Studies
The Energy Bar Industry
Assessing the Impact of Changes in the Environment
Creating a New Brand for a New Business
Competing Against the Industry Giant
Leveraging a Brand Asset
Appendix A: Internal Analysis
Appendix B: Planning Forms
目錄大綱(中文翻譯)
Chapter 1 Strategic Market Management—An Introduction and Overview
PART ONE STRATEGIC ANALYSIS
Chapter 2 External and Customer Analysis
Chapter 3 Competitor Analysis
Chapter 4 Market/Submarket Analysis
Chapter 5 Environmental and Strategic Analyses
PART TWO CREATING, ADAPTING, AND IMPLEMENTING STRATEGY
Chapter 6 Creating Advantage: Customer Value Leadership
Chapter 7 Building and Managing Customer Relationships
Chapter 8 Creating Valuable Customers
Chapter 9 Building and Managing Brand Equity
Chapter 10 Toward a Strong Brand Relationship
Chapter 11 Energizing the Business
Chapter 12 Leveraging the Business
Chapter 13 Creating New Businesses
Chapter 14 Global Strategies
Chapter 15 Setting Priorities for Businesses and Brands
Chapter 16 Harnessing the Organization
Chapter 17 How Marketing Activities Create Value for Companies
Case Studies
The Energy Bar Industry
Assessing the Impact of Changes in the Environment
Creating a New Brand for a New Business
Competing Against the Industry Giant
Leveraging a Brand Asset
Appendix A: Internal Analysis
Appendix B: Planning Forms
