Strategic Market Management

Strategic Market Management is an essential textbook for courses at all levels that seek a strategic view of marketing, providing concepts, frameworks, tools, and best practice case studies to develop capabilities in key strategic marketing tasks and drive long-term profitable growth. It has been extensively revised and updated, with newly written chapters focused on growth and branding and integrated digital marketing strategy topics.

Format: Paperback / softback
Length: 480 pages
Publication date: 19 January 2024
Publisher: John Wiley & Sons Inc

Strategic Market Management, authored by David Aaker and Christine Moorman, serves as a comprehensive and practical guide for navigating the complexities of competitive markets. In this insightful text, the authors offer a comprehensive framework for identifying, selecting, implementing, and adapting market-driven business strategies to achieve profitable growth.

The twelfth edition of Strategic Market Management has been extensively revised and updated to reflect the latest research and insights gained from the authors' experiences working with leading companies. The book includes newly written chapters focused on growth and branding, reflecting cutting-edge frameworks based on the most recent research. These chapters provide valuable insights into developing capabilities in key strategic marketing tasks, making high-quality decisions, and driving long-term profitable growth.

One of the key strengths of Strategic Market Management is its comprehensive coverage of topics. The book delves into various aspects of strategic market management, including market analysis, market selection, target market selection, and digital marketing strategy. It provides detailed frameworks and tools for conducting environmental analysis, offering market selection, and targeting market segments effectively. Additionally, the book incorporates new topics such as the metaverse, algorithmic bias, augmented reality, influencers, and gamification, reflecting the evolving landscape of marketing.

Strategic Market Management is an excellent textbook for courses at all levels that seek a strategic perspective on marketing. It is particularly valuable for courses such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. The book offers a comprehensive and systematic approach to marketing strategy development and planning, providing students with a solid foundation for understanding and applying marketing principles in real-world situations.

Moreover, Strategic Market Management is a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives seeking to enhance their marketing strategy development and planning processes. It provides a timely overview of recent issues, frameworks, and tools that can help organizations stay ahead of the competition and achieve sustainable growth.

In conclusion, Strategic Market Management, Twelfth Edition, is a must-read for anyone interested in developing and implementing effective market-driven business strategies in competitive markets. With its comprehensive coverage, practical insights, and up-to-date frameworks, the book offers a valuable resource for students, professionals, and executives alike. By leveraging the principles and tools outlined in this text, organizations can navigate the complexities of the market, make informed decisions, and drive long-term profitable growth.

Weight: 703g
Dimension: 234 x 185 x 20 (mm)
ISBN-13: 9781119802860
Edition number: 12 ed