Strategic market management / David A. Aaker, Michael K. Mills.
By: Aaker, David A. (David Allen).
Contributor(s): Mills, Michael, K.
Publisher: Milton, Qld. : John Wiley, c2005Edition: Pacific Rim ed.Description: xx, 411 p. : ill., charts ; 26 cm.ISBN: 0470805064 (pbk.); 9780470805060 (pbk.).Subject(s): Marketing -- ManagementDDC classification: 658.8Item type | Current location | Shelf location | Call number | Copy number | Status | Notes | Date due | Barcode |
---|---|---|---|---|---|---|---|---|
Main Collection | Taylor's Library-TU |
Floor 4, Shelf 26 , Side 2, TierNo 2, BayNo 2 |
658.8 AAK (Browse shelf) | 1 | Available | SOMAC,37003,03,AD | 5000034440 |
Includes index.
Part 1: Introduction and strategy overview - Chapter 1: Introduction to strategy - Chapter 2: Corporate and business strategies: marketing implications and startegic relationships - Chapter 3: The process of marketing strategy: an overview -- Part 2: Strategic market opportunity analysis and methods - Chapter 4: Environmental analysis - Chapter 5: Customer analysis - Chapter 6: Competitor and industry analysis - Chapter 7: Market characteristics analysis - Chapter 8: Internal analysis - Chapter 9: Strategic market information: systems, concepts and methods -- Part 3: Alternative marketing strategies - Chapter 10: Differentiation strategies - Chapter11: Cost, focus and the pre-emptive move - Chapter 12: Growth strategies: penetration, product-market expansion, vertical integration and the 'big idea' - Chapter 13: Diversification - Chapter 14: Strategies in declining and hostile markets - Chapter 15: Global strategies -- Part 4: Chapter 16: Implementation - Case studies - Corporate index - Subject index.