David A. Aaker

Strategic Market Management

Ebook (EPUB Format)

The concepts and frameworks presented in this book are invaluable for anyone seriously interested in marketing strategy or the management of strategies more generally. The fact that the text uses cases and examples throughout which focus on the UK and the rest of Europe is a huge bonus.—Scott G. Dacko, Associate Professor, Warwick Business School, University of WarwickThis book explains in a clear and concise way the strategic marketing tools and principles managers can use to drive the growth of their businesses. Written in an engaging style, it is replete with examples on how these lessons might be used. I welcome this book and anticipate… Mehr

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Produktdetails

Weitere Autoren: McLoughlin, Damien

ISBN: 978-1-119-95839-0
EAN: 9781119958390
Produktnummer: 27162408
Verlag: Wiley
Sprache: Englisch
Erscheinungsjahr: 2012
Seitenangabe: 368 S.
Plattform: EPUB
Masse: 1'806 KB
Auflage: European Edition

Über den Autor

David A. Aaker is 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 McLoughlin is 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.