Strategic market management: global perspectives
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester, West Sussex
Wiley
2010
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XIII, 354 S. Ill., graph. Darst. |
| ISBN: | 9780470689752 |
Internformat
MARC
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| 100 | 1 | |a Aaker, David A. |d 1938- |e Verfasser |0 (DE-588)123018641 |4 aut | |
| 245 | 1 | 0 | |a Strategic market management |b global perspectives |c David A. Aaker ; Damien McLoughlin |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Chichester, West Sussex |b Wiley |c 2010 | |
| 300 | |a XIII, 354 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing |x Management | |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Strategisches Management |0 (DE-588)4124261-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Internationales Marketing |0 (DE-588)4125431-4 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Internationales Marketing |0 (DE-588)4125431-4 |D s |
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| 689 | 0 | 2 | |a Strategisches Management |0 (DE-588)4124261-0 |D s |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-019001454 | ||
Datensatz im Suchindex
| _version_ | 1804141212691595264 |
|---|---|
| adam_text | CONTENTS
Preface
Acknowledgements
Chapter
1
Strategic Market Management: An Introduction
and Overview
What is a Business Strategy?
Strategic Market Management
Marketing and its Role in Strategy
ix
xiii
1
3
10
15
PARTI
STRATEGIC ANALYSIS
19
Chapter
2
External and Customer Analysis
21
External Analysis
21
When Should an External Analysis be Conducted?
25
The Scope of Customer Analysis
26
Segmentation
26
Customer Motivations
31
Unmet Needs
35
Chapter
3
Competitor Analysis
41
Identifying Competitors
-
Customer-Based Approaches
43
Identifying Competitors
-
Strategic Groups
45
Potential Competitors
46
Competitor Analysis
-
Understanding Competitors
47
Competitor Strengths and Weaknesses
52
Obtaining Information on Competitors
58
Chapter
4
Market/Submarket Analysis
60
Dimensions of a Market/Submarket Analysis
61
Emerging Submarkets
61
Actual and Potential Market or Submarket Size
62
Market and Submarket Growth
65
Market and Submarket Profitability Analysis
68
Cost Structure
70
Distribution Systems
71
Market Trends
72
Key Success Factors
73
Risks in High-Growth Markets
74
vi
Contents
Chapter
5
Chapter
6
Environmental Analysis and Strategic Uncertainty
79
Technology Trends
81
Consumer Trends
83
Government/Economic Trends
89
Dealing with Strategic Uncertainty
92
Impact Analysis
-
Assessing the Impact of Strategic
Uncertainties
93
Scenario Analysis
95
Internal Analysis
99
Financial Analysis
-
Sales and Profitability
100
Performance Measurement
-
Beyond Profitability
103
Strengths and Weaknesses
107
Threats and Opportunities
109
From Analysis to Strategy
110
Cases for the End of Parti
113
Case
1 -
Understanding and Working with Industry
Trends. The Future of Newspapers
113
Case
2 -
Evaluating and Assessing the Implications
of a New Business Model.
Spotífy
-
Identifying
a New Value Proposition
120
Case
3 -
Competing Against Industry Giants. Competing
Against Tesco
126
PARTU
CREATING, ADAPTING, AND
IMPLEMENTING STRATEGY
131
Chapter
7
Creating Advantage, Synergy, and Commitment
versus Opportunism versus Adaptability
233
The Sustainable Competitive Advantage
134
The Role of Synergy
139
Strategic Commitment, Opportunism, and Adaptability
142
Chapter
8
Alternative Value Propositions
153
Business Strategy Challenges
154
Alternative Value Propositions
156
Superior Quality
162
Value
167
Chapter
9
Building and Managing Brand Equity
175
Brand Awareness
176
Brand Loyalty
177
Brand Associations
179
Brand Identity
186
Chapter
10
Chapter
11
Chapter
12
Chapter
13
Chapter
14
Chapter
15
Contents
vii
Energizing the Business
194
Innovating the Offering
195
Energize the Brand and Marketing
199
Increasing the Usage of Existing Customers
207
Leveraging the Business
213
Which Assets and Competences Can Be Leveraged?
214
Brand Extensions
216
Expanding the Scope of the Offering
220
New Markets
221
Evaluating Business Leverage Options
222
The Mirage of Synergy
225
Creating New Businesses
230
The New Business
231
The Innovators Advantage
233
Managing Category Perceptions
236
Creating New Business Arenas
236
From Ideas to Market
241
Global Strategies
246
Motivations Underlying Global Strategies
247
Standardization Versus Customization
251
Expanding the Global Footprint
255
Strategic Alliances
257
Global Marketing Management
261
Setting Priorities for Businesses and Brands
-
the Exit, Milk, and Consolidate Options
264
The Business Portfolio
265
Divestment or Liquidation
267
The Milk Strategy
271
Prioritizing and Trimming the Brand Portfolio
274
From Silos to Synergy
—
Harnessing the
Organization
282
Silo-Driven Problems
-
The Case of Marketing
283
Addressing the Silo Marketing Issues
-
Challenges
and Solutions
285
Organizational Levers and Their Link to Strategy
286
Structure
287
Svstems
290
People
292
Culture
295
A Recap of Strategic Marketing Management
299
Cases for the End of Part
H
302
Case
1 -
Strategic Positioning.
Alltech FEI
World
Equestrian Games
2010 302
viii Contents
Case
2 -
Leveraging a Brand Asset. Innocent Drinks
306
Case
3 -
Competing Against the Industry Giant.
HTC
-
Something Beautiful Is Coming
311
Case
4 -
Creating a New Brand for a New Market.
Tata Nano
-
Estimating the True Cost of
the Cheapest Car in the World
316
Case
5 -
Transformative
Innovatíon
in the Developing
World
322
Appendix: Planning Forms
330
Index
345
|
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| author | Aaker, David A. 1938- McLoughlin, Damien |
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| ctrlnum | (OCoLC)650797034 (DE-599)GBV613659872 |
| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. ed. |
| format | Book |
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| id | DE-604.BV036111271 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T22:12:17Z |
| institution | BVB |
| isbn | 9780470689752 |
| language | English |
| lccn | 2009049240 |
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| physical | XIII, 354 S. Ill., graph. Darst. |
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| spelling | Aaker, David A. 1938- Verfasser (DE-588)123018641 aut Strategic market management global perspectives David A. Aaker ; Damien McLoughlin 1. ed. Chichester, West Sussex Wiley 2010 XIII, 354 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Marketingmanagement (DE-588)4168907-0 s Strategisches Management (DE-588)4124261-0 s DE-188 McLoughlin, Damien Verfasser (DE-588)133819701 aut Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019001454&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Aaker, David A. 1938- McLoughlin, Damien Strategic market management global perspectives Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4124261-0 (DE-588)4125431-4 |
| title | Strategic market management global perspectives |
| title_auth | Strategic market management global perspectives |
| title_exact_search | Strategic market management global perspectives |
| title_full | Strategic market management global perspectives David A. Aaker ; Damien McLoughlin |
| title_fullStr | Strategic market management global perspectives David A. Aaker ; Damien McLoughlin |
| title_full_unstemmed | Strategic market management global perspectives David A. Aaker ; Damien McLoughlin |
| title_short | Strategic market management |
| title_sort | strategic market management global perspectives |
| title_sub | global perspectives |
| topic | Marketing Management Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Marketing Management Marketingmanagement Strategisches Management Internationales Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=019001454&sequence=000004&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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