Strategic market management:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, NJ
Wiley
2008
|
| Ausgabe: | 8. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 322 S. graph. Darst |
| ISBN: | 9780470056233 0470056231 |
Internformat
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| 300 | |a XIII, 322 S. |b graph. Darst | ||
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Datensatz im Suchindex
| _version_ | 1804137204861108224 |
|---|---|
| adam_text | BRIEF CONTENTS
1. Strategie Market Management—An Introduction
and Overview 1
PART I STRATEGIC ANALYSIS 17
2. Extemal and Customer Analysis 19
3. Competitor Analysis 38
4. Market/Submarket Analysis 58
5. Environmental Analyasis and Strategie Uncertainty 78
6. Internal Analysis 95
Case Challenges for Part I 108
PART II CREATING, ADAPTING, AND IMPLEMENTING
STRATEGY 117
7. Creating Advantage, Synergy, and Strategie Philosophies 119
8. Alternative Value Propositions 138
9. Building and Managing Brand Equity 157
10. Energizing the Business 176
11. Leveraging the Business 193
12. Creating New Businesses 208
13. Global Strategies 223
14. Setting Priorities for Businesses and Brands—The Exit,
Milk, and Consolidate Options 242
15. Organizational Issues 259
Case Challenges for Part II 280
Appendix: Planning Forms 294
Index 309
CONTENTS
Chapter 1 Strategie Market Management—An Introduction
and Overview 1
What Ls a Business Strategy? 3
Strategie Market Management 10
Marketing and Its Role in Strategy 14
PART I STRATEGIC ANALYSIS 17
Chapter 2 External and Customer Analysis 19
Extemal Analysis 19
The Seope of Customer Analysis 24
Segmentation 24
Customer Motivations 29
Unmet Needs 33
Chapter 3 Competitor Analysis 38
Identifying Competitors—Customer-Based Approaehes 39
Identifying Competitors—Strategie Groups 41
Potential Competitors 44
Competitor Analysis—Understanding Competitors 44
Competitor Strengths and Weaknesses 48
Obtaining Information on Competitors 55
Chapter 4 Market/Submarket Analysis 58
Dimensions of a Market Analysis 59
Emerging Subnuirkets 59
Aetual and Potential Market Size 62
Market and Submarket Growth 64
Market and Submarket Profitability Analysis 66
Cost Structure ^9
Distribution Systems
Market Trends 7J]
Key Sueeess Faetors *
Kisks in High-Growth Markets 2
Chapter 5 Environmental Analysis and Strategie Uncertainty 78
Technology- Trends 80
Consumer Trends ^
Government/Economie Trends ^
Dealing with Strategie Uncertaint) 88
Impact Analysis—Assessing the Impact
of Strategie Uncertainties 89
Scenario Analysis au
xi
xii Contents
Chapter 6 Infernal Analyst? ^5
Financial Performance—Sales and Profitability 96
Performance Measurement—Beyond Profitability 98
Strengths and Weaknesses ^lK
Threats and Opportunities ^(
From Analysis to Strategy 105
Case Challenges for Part l 108
Trends in Retailing 108
The Energy Bar Industry 110
Competing Against Wal-Mart 113
PART II CREATING, ADAPTING, AND IMPLEMENTING
STRATEGY !Ü
Chapter 7 Creating Advantage, Synergy, and Strategie Philosophies 119
The Sustainable Competitive Advantage ^
The Role of S Tiergv
J 1 *) I
Strategie Philosophies
Chapter 8 Alternative Value Propositions
Business Strategy Challenges
Alternative Value Propositions
c • r^ i-i. 146
Supenor Quality
alue
Chapter 9 Building and Managing Brand Equity
Brand Awareness
Brand Loyalty
Brand Associations
The Brand Identity
Chapter 10 Energizing the Business „^
Energizing the Business „.,
Increasing Produet Usage 9
Branded Differentiators Z
Branded Energizers
Chapter 11 Leveraging the Business ,
Whicli Assets and Competencies Can Be Leveraged?
Brand Extensions „
Expanding the Seope of the Offering .
New Markets
Evaluating Business Leveraging Options ,
The Mirage of Synergy
Chapter 12 Creating New Businesses
The New Business .
The Innovators Advantage
Contents xiii
Managing Category Perceptions 213
Greating New Business Arenas 214
Froni Ideas to Market 2IS
Chapter 13 Global Strategie* 223
Motivations Underhing Global Strategies 224
Expanding the Global Footprint 227
Standardization vs. Customization 230
Global Brand Management 233
Strategie Allianees 236
Chapter 14 Setting Priorities for Businesses and Brands—The Exit,
Milk, and Comolidate Options 242
The Business Portfolio 243
Divestment or Liquidation 245
The Milk Strategy 249
Prioritizing and Trimming the Brand Portfolio 251
Chapter 15 Organizational Issiies 25.9
A Goneeptual Framework 260
Structure 260
Systems 263
People 264
Gulture 266
Obtaining Strategie Congrnence 269
The New Goqiorate CMC): Getting Traetion 273
A Reeap of Strategie Market Management 276
Gase Challenges for Part II 2S0
Hobart Goqioration 2S0
Xerox: The Early Days 2S2
Do e 2S6
Transformational Imunations 2S9
Samsung Electronics 291
Intel (available at www.wilev.eoin/eollege/aaker)
Appendix: Planning Form* 294
Index 30.9
|
| adam_txt |
BRIEF CONTENTS
1. Strategie Market Management—An Introduction
and Overview 1
PART I STRATEGIC ANALYSIS 17
2. Extemal and Customer Analysis 19
3. Competitor Analysis 38
4. Market/Submarket Analysis 58
5. Environmental Analyasis and Strategie Uncertainty 78
6. Internal Analysis 95
Case Challenges for Part I 108
PART II CREATING, ADAPTING, AND IMPLEMENTING
STRATEGY 117
7. Creating Advantage, Synergy, and Strategie Philosophies 119
8. Alternative Value Propositions 138
9. Building and Managing Brand Equity 157
10. Energizing the Business 176
11. Leveraging the Business 193
12. Creating New Businesses 208
13. Global Strategies 223
14. Setting Priorities for Businesses and Brands—The Exit,
Milk, and Consolidate Options 242
15. Organizational Issues 259
Case Challenges for Part II 280
Appendix: Planning Forms 294
Index 309
CONTENTS
Chapter 1 Strategie Market Management—An Introduction
and Overview 1
What Ls a Business Strategy? 3
Strategie Market Management 10
Marketing and Its Role in Strategy 14
PART I STRATEGIC ANALYSIS 17
Chapter 2 External and Customer Analysis 19
Extemal Analysis 19
The Seope of Customer Analysis 24
Segmentation 24
Customer Motivations 29
Unmet Needs 33
Chapter 3 Competitor Analysis 38
Identifying Competitors—Customer-Based Approaehes 39
Identifying Competitors—Strategie Groups 41
Potential Competitors 44
Competitor Analysis—Understanding Competitors 44
Competitor Strengths and Weaknesses 48
Obtaining Information on Competitors 55
Chapter 4 Market/Submarket Analysis 58
Dimensions of a Market Analysis 59
Emerging Subnuirkets 59
Aetual and Potential Market Size 62
Market and Submarket Growth 64
Market and Submarket Profitability Analysis 66
Cost Structure ^9
Distribution Systems ' '
Market Trends 7J]
Key Sueeess Faetors ' *
Kisks in High-Growth Markets "2
Chapter 5 Environmental Analysis and Strategie Uncertainty 78
Technology- Trends 80
Consumer Trends ''^
Government/Economie Trends ^'
Dealing with Strategie Uncertaint)' 88
Impact Analysis—Assessing the Impact
of Strategie Uncertainties 89
Scenario Analysis au
xi
xii Contents
Chapter 6 Infernal Analyst? ^5
Financial Performance—Sales and Profitability 96
Performance Measurement—Beyond Profitability 98
Strengths and Weaknesses ^lK
Threats and Opportunities ^("
From Analysis to Strategy 105
Case Challenges for Part l 108
Trends in Retailing 108
The Energy Bar Industry 110
Competing Against Wal-Mart 113
PART II CREATING, ADAPTING, AND IMPLEMENTING
STRATEGY !Ü
Chapter 7 Creating Advantage, Synergy, and Strategie Philosophies 119
The Sustainable Competitive Advantage ^
The Role of S\Tiergv
J 1 *) I
Strategie Philosophies
Chapter 8 Alternative Value Propositions
Business Strategy Challenges
Alternative Value Propositions
c • r^ i-i. 146
Supenor Quality
\alue
Chapter 9 Building and Managing Brand Equity
Brand Awareness '
Brand Loyalty
Brand Associations
The Brand Identity
Chapter 10 Energizing the Business „^
Energizing the Business „.,
Increasing Produet Usage 9
Branded Differentiators Z
Branded Energizers
Chapter 11 Leveraging the Business ,
Whicli Assets and Competencies Can Be Leveraged?
Brand Extensions '„
Expanding the Seope of the Offering ''.
New Markets "
Evaluating Business Leveraging Options " ,
The Mirage of Synergy
Chapter 12 Creating New Businesses
The New Business " .
The Innovators Advantage
Contents xiii
Managing Category Perceptions 213
Greating New Business Arenas 214
Froni Ideas to Market 2IS
Chapter 13 Global Strategie* 223
Motivations Underhing Global Strategies 224
Expanding the Global Footprint 227
Standardization vs. Customization 230
Global Brand Management 233
Strategie Allianees 236
Chapter 14 Setting Priorities for Businesses and Brands—The Exit,
Milk, and Comolidate Options 242
The Business Portfolio 243
Divestment or Liquidation 245
The Milk Strategy 249
Prioritizing and Trimming the Brand Portfolio 251
Chapter 15 Organizational Issiies 25.9
A Goneeptual Framework 260
Structure 260
Systems 263
People 264
Gulture 266
Obtaining Strategie Congrnence 269
The New Goqiorate CMC): Getting Traetion 273
A Reeap of Strategie Market Management 276
Gase Challenges for Part II 2S0
Hobart Goqioration 2S0
Xerox: The Early Days 2S2
Do\e ' ' 2S6
Transformational Imunations 2S9
Samsung Electronics 291
Intel (available at www.wilev.eoin/eollege/aaker)
Appendix: Planning Form* 294
Index 30.9 |
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| discipline | Wirtschaftswissenschaften |
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| illustrated | Illustrated |
| index_date | 2024-07-02T19:03:59Z |
| indexdate | 2024-07-09T21:08:35Z |
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| language | English |
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| spelling | Aaker, David A. 1938- Verfasser (DE-588)123018641 aut Strategic market management David A. Aaker 8. ed. Hoboken, NJ Wiley 2008 XIII, 322 S. graph. Darst txt rdacontent n rdamedia nc rdacarrier Marketing Management Strategic planning Strategisches Management (DE-588)4124261-0 gnd rswk-swf Markt (DE-588)4037621-7 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Strategisches Management (DE-588)4124261-0 s DE-188 Marketing (DE-588)4037589-4 s 1\p DE-604 Markt (DE-588)4037621-7 s 2\p DE-604 Marketingstrategie (DE-588)4120697-6 s Management (DE-588)4037278-9 s 3\p DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016163447&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 3\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Aaker, David A. 1938- Strategic market management Marketing Management Strategic planning Strategisches Management (DE-588)4124261-0 gnd Markt (DE-588)4037621-7 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4124261-0 (DE-588)4037621-7 (DE-588)4037589-4 (DE-588)4037278-9 (DE-588)4120697-6 (DE-588)4168907-0 |
| title | Strategic market management |
| title_auth | Strategic market management |
| title_exact_search | Strategic market management |
| title_exact_search_txtP | Strategic market management |
| title_full | Strategic market management David A. Aaker |
| title_fullStr | Strategic market management David A. Aaker |
| title_full_unstemmed | Strategic market management David A. Aaker |
| title_short | Strategic market management |
| title_sort | strategic market management |
| topic | Marketing Management Strategic planning Strategisches Management (DE-588)4124261-0 gnd Markt (DE-588)4037621-7 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd Marketingstrategie (DE-588)4120697-6 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Management Strategic planning Strategisches Management Markt Marketing Management Marketingstrategie Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016163447&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT aakerdavida strategicmarketmanagement |