Beschreibung
The European edition of
Strategic Market Managementhas 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.
Autorenportrait
David A. Aakeris 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 McLoughlinis 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.
Inhalt
Preface.Acknowledgments.
PART ONE: INTRODUCTION AND OVERVIEW.
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 Identifi cation and Selection.
Selecting Among Strategic Alternatives.
The Process.
PART TWO: 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 Analysis.
Dimensions of a Market Analysis.
Actual and Potential Market Size.
Market and Submarket Growth.
Market and Submarket Profi tability 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 Profi tability.
Performance Measurement– Beyond Profi tability.
Determinants of Strategic Options.
From Analysis to Strategy.
Business Portfolio Analysis.
The BCG Growth-share Matrix.
Case Challenges for Part Two.
The Soft Drinks Market.
Tesco.
PART THREE: ALTERNATIVE
Informationen zu E-Books
„E-Book“ steht für digitales Buch. Um diese Art von Büchern lesen zu können wird entweder eine spezielle Software für Computer, Tablets und Smartphones oder ein E-Book Reader benötigt. Da viele verschiedene Formate (Dateien) für E-Books existieren, gilt es dabei, einiges zu beachten.
Von uns werden digitale Bücher in drei Formaten ausgeliefert. Die Formate sind EPUB mit DRM (Digital Rights Management), EPUB ohne DRM und PDF. Bei den Formaten PDF und EPUB ohne DRM müssen Sie lediglich prüfen, ob Ihr E-Book Reader kompatibel ist. Wenn ein Format mit DRM genutzt wird, besteht zusätzlich die Notwendigkeit, dass Sie einen kostenlosen Adobe® Digital Editions Account besitzen. Wenn Sie ein E-Book, das Adobe® Digital Editions benötigt herunterladen, erhalten Sie eine ASCM-Datei, die zu Digital Editions hinzugefügt und mit Ihrem Account verknüpft werden muss. Einige E-Book Reader (zum Beispiel PocketBook Touch) unterstützen auch das direkte Eingeben der Login-Daten des Adobe Accounts – somit können diese ASCM-Dateien direkt auf das betreffende Gerät kopiert werden.
Da E-Books nur für eine begrenzte Zeit – in der Regel 6 Monate – herunterladbar sind, sollten Sie stets eine Sicherheitskopie auf einem Dauerspeicher (Festplatte, USB-Stick oder CD) vorsehen. Auch ist die Menge der Downloads auf maximal 5 begrenzt.
