by David A. Aaker · John Wiley & Sons Inc · tapa blanda · ISBN 9780471871101
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«Strategic Market Management» is David A. Aaker's strategic management manual, published by John Wiley & Sons in paperback (336 pages, in English).
The book focuses on strategic market management and analyses the relationship between marketing and business direction. It explains how to orient company strategy based on analysis of the environment, competition and customers, and how to turn that knowledge into business decisions.
The work includes bibliography and index. It falls within the categories of marketing and business management; Dewey classification: 658.8.
Reference work for university students and professionals in marketing, strategy and business management.
Tapa dura
David Allen Aaker is an American organizational theorist, consultant and Professor Emeritus at the University of California, Berkeley's Haas School of Business, a specialist in marketing with a focus on brand strategy. He serves as Vice Chairman of the San Francisco-based growth consulting company Prophet.
