Market Management

Document Sample
Market Management Powered By Docstoc
					Brochure
More information from http://www.researchandmarkets.com/reports/446688/




Strategic Market Management: European Edition

Description:    The European edition of Strategic Market Management has been prepared with the objective of
                taking David Aaker’s outstanding and well-established textbook and presenting it to a European
                audience. It retains the culture of the original text, to maintain its accessibility and continue its
                emphasis on practical action. It has also kept the compactness, which has made it so popular with
                graduate and executive students and managers, while keeping a comprehensive coverage of major
                and emerging themes in strategy. The core value of the original text, that the development,
                evaluation and implementation of business strategies are essential to successful management, is
                also retained in the European edition.

                The book is essential reading for any management or business school course that focuses on the
                management of strategies. It is especially appropriate for marketing strategy, strategic
                management and business policy courses. It is also designed to be used by managers who need to
                develop strategies or who run a small business and want to improve their strategy development
                and planning processes.

                Author information

                David A. Aaker is the E.T. Grether Professor of Marketing and Public Policy at the Haas School of
                Business, University of California at Berkeley. He has published over 100 articles and is the author
                of 13 books. Professor Aaker is part of the editorial boards of Marketing Science, Journal of
                Marketing, and Strategic Management Journal. He received the MIT Buck Weaver Award in 2004 for
                contributions to the advancement of theory and practice in marketing science.

                Dr Damien McLoughlin is Dean of the Michael Smurfit Graduate School of Business and in 2004 he
                was a visiting Professor in Marketing at the S.C. Johnson Graduate School of Management, Cornell
                University. His teaching is highly regarded and has been recognised with teaching awards from
                both the Smurfit and Quinn Schools of Business. He is also a member of the 4.5 Club for Teaching
                Excellence at Cornell.

                His research, teaching and consulting interests are in areas of strategic marketing, market making
                and B2B marketing. His work has been published in leading international journals such as the
                Journal of Business Research, Industrial Marketing Management and the European Journal of
                Marketing. He is a member of the editorial board of a number of leading marketing journals
                including Industrial Marketing Management. Professionally he has worked with leading international
                firms such as Alltech, Microsoft and Hewlett-Packard.




Contents:       Preface.

                 PART I INTRODUCTION AND OVERVIEW 1.

                 Chapter 1 - - Business Strategy: The Concept and Trends in Its Management. .

                 What is a Business Strategy?
                 Strategic Options.
                 Strategic Market Management: Characteristics and Trends.
                 Why Strategic Market Management?


                Chapter 2 - Strategic Market Management: An Overview. .

                 External Analysis.
                 Internal Analysis.
                 Creating a Vision for the Business.
Strategy Identification and Selection.
Selecting among Strategic Alternatives.
The Process.

PART II STRATEGIC ANALYSIS.


Chapter 3 - External and Customer Analysis. .

External Analysis.
The Scope of Customer Analysis.
Segmentation.
Customer Motivations.
Unmet Needs.


Chapter 4 - Competitor Analysis. .

Identifying Competitors—Customer-Based Approaches.
Identifying Competitors—Strategic Groups.
Potential Competitors.
Competitor Analysis—Understanding Competitors.
Competitor Strengths and Weaknesses.
Obtaining Information on Competitors.


Chapter 5 - Market/Submarket Analysis. .

Dimensions of a Market Analysis.
Actual and Potential Market Size.
Market and Submarket Growth.
Market and Submarket Profitability Analysis.
Cost Structure.
Distribution Systems.
Market Trends.
Key Success Factors.
Risks in High-Growth Markets.


Chapter 6 - Environmental Analysis and Strategic Uncertainty. .

Dimensions of Environmental Analysis.
Dealing with Strategic Uncertainty.
Impact Analysis—Assessing the Impact of Strategic Uncertainties.
Scenario Analysis.


Chapter 7 - Internal Analysis. .

Financial Performance—Sales and Profitability.
Performance Measurement—Beyond Profitability.
Determinants of Strategic Options.
From Analysis to Strategy.
Business Portfolio Analysis.

Case Challenges for Part II.
The Soft Drinks Market.
Tesco.

PART III ALTERNATIVE BUSINESS STRATEGIES.


Chapter 8 - Creating Advantage—Synergy and Vision versus Opportunism. .
The Sustainable Competitive Advantage.
The Role of Synergy.
Strategic Vision versus Strategic Opportunism.
A Dynamic Vision.


Chapter 9 - Strategic Options: Quality and Brand Equity. .

Business Strategy Challenges.
Strategic Options.
The Quality Option.
The Brand Equity Option.


Chapter 10 - Strategic Options: Value, Focus, Innovation and Customer Relationships. .

The   Value Option.
The   Focus Option.
The   Innovation Option.
The   Customer Relationship Option.

Chapter 11 - Global Strategies. .

Motivations Underlying Global Strategies.
Standardization versus Customization.
Global Brand Management.
Strategic Alliances.


Chapter 12 - Strategic Positioning. .

The Role of the Strategic Position.
Strategic Position Options.
Developing and Selecting a Strategic Position.

Case Challenges for Part III.
Bulmers.
Innocent.

PART IV GROWTH STRATEGIES.


Chapter 13 - Growth Strategies: Penetration, Product-Market Expansion,. .

Vertical Integration, and the Big Idea.
Growth in Existing Product Markets.
Product Development for the Existing Market.
Market Development Using Existing Products.
Vertical Integration Strategies.
The Big Idea.


Chapter 14 - Diversification. .

Related Diversification.
The Mirage of Synergy.
Unrelated Diversification.
Entry Strategies.


Chapter 15 - Strategies in Declining and Hostile Markets. .
            Creating Growth in Declining Industries.
            Be the Profitable Survivor.
            Milk or Harvest.
            Divestment or Liquidation.
            Selecting the Right Strategy for the Declining Environment.
            Hostile Markets.
            Case Challenges for Part IV.
            Dove.
            Green & Black’s.

            PART V IMPLEMENTATION.


            Chapter 16 - Organisational Issues. .

            A Conceptual Framework.
            Structure.
            Systems.
            People.
            Culture.
            Obtaining Strategic Congruence.
            Organizing for Innovation.
            A Recap of Strategic Market Management.
            Case Challenges for Part V.
            Vodafone.

            Index




Ordering:   Order Online - http://www.researchandmarkets.com/reports/446688/

            Order by Fax - using the form below

            Order by Post - print the order form below and sent to

                         Research and Markets,
                         Guinness Centre,
                         Taylors Lane,
                         Dublin 8,
                         Ireland.
                                                          Page 1 of 2

Fax Order Form
To place an order via fax simply print this form, fill in the information below and fax the completed form to 646-607-
1907 (from USA) or +353-1-481-1716 (from Rest of World). If you have any questions please visit

http://www.researchandmarkets.com/contact/

Order Information
Please verify that the product information is correct.


               Product Name:           Strategic Market Management: European Edition
               Web Address:            http://www.researchandmarkets.com/reports/446688/
               Office Code:            OC8HOOOLUPSPT

Product Format
Please select the product format and quantity you require:


                                   Quantity

               Hard Copy:                EURO €40.00 + Euro €25.00 Shipping/Handling




Contact Information
Please enter all the information below in BLOCK CAPITALS


      Title:                  Mr              Mrs            Dr         Miss              Ms         Prof

      First Name:                                                 Last Name:

      Email Address: *

      Job Title:

      Organisation:

      Address:

      City:

      Postal / Zip Code:

      Country:

      Phone Number:

      Fax Number:

     * Please refrain from using free email accounts when ordering (e.g. Yahoo, Hotmail, AOL)
                                                              Page 2 of 2

Payment Information
Please indicate the payment method you would like to use by selecting the appropriate box.

          Pay by credit card:                     American Express

                                                  Diners Club

                                                  Master Card

                                                  Visa
                                           Cardholder's Name

                                           Cardholder's Signature

                                           Expiry Date

                                           Card Number

                                           CVV Number

                                           Issue Date
                                           (for Diners Club only)




          Pay by check:                    Please post the check, accompanied by this form, to:

                                           Research and Markets,
                                           Guinness Center,
                                           Taylors Lane,
                                           Dublin 8,
                                           Ireland.


                                           Please transfer funds to:
          Pay by wire transfer:
                                           Account number                   833 130 83
                                           Sort code                        98-53-30
                                           Swift code                       ULSBIE2D
                                           IBAN number                      IE78ULSB98533083313083
                                           Bank Address                 Ulster Bank,
                                                                        27-35 Main Street,
                                                                        Blackrock,
                                                                        Co. Dublin,
                                                                        Ireland.


     If you have a Marketing Code please enter it below:


           Marketing Code:


      Please note that by ordering from Research and Markets you are agreeing to our Terms and Conditions at
     http://www.researchandmarkets.com/info/terms.asp



                                              Please fax this form to:
                                  (646) 607-1907 or (646) 964-6609 - From USA
                          +353 1 481 1716 or +353 1 653 1571 - From Rest of World

				
DOCUMENT INFO
Description: Market Management document sample