In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop capabilities in key strategic marketing tasks, achieve high-quality decision making, and drive long-term profitable growth.
Extensively revised and updated, the twelfth edition of Strategic Market Management offers newly written chapters focused on growth and branding that reflect cutting-edge frameworks based on the most recent research and the authors' experiences with leading companies. New real-world examples and stronger frameworks, including cutting-edge approaches for environmental analysis, offering market selection, and target market selection. New “digital marketing strategy” topics - including the metaverse, algorithmic bias, augmented reality, influencers, and gamification - are integrated throughout the book.
Strategic Market Management, Twelfth Edition, is an excellent textbook for courses at all levels that seek a strategic view of marketing, such as Strategic Market Management, Strategic Market Planning, Strategic Marketing, Marketing Strategy, Strategic Planning, Business Policy, and Entrepreneurship. It is also a valuable reference and guide for MBA and EMBA students, managers, planning specialists, and executives wanting to improve their marketing strategy development and planning processes or looking for a timely overview of recent issues, frameworks, and tools.
Table of Contents
Chapter 1 Strategic Market Management - An Introduction and Overview 1
PART ONE STRATEGIC MARKET ANALYSIS 17
Chapter 2 Environmental Analysis 19
Chapter 3 Customer Analysis 43
Chapter 4 Competitor Analysis 64
Chapter 5 From Strategic Market Analysis to Marketing Strategy 89
PART TWO CREATING MARKETING STRATEGY 117
Chapter 6 Creating Advantage: Customer Value Leadership 119
Chapter 7 Building and Managing Customer Relationships 139
Chapter 8 Creating Valuable Customers 164
Chapter 9 Creating Strong Brands 181
Chapter 10 Strategic Brand Management 209
PART THREE MANAGING MARKETING STRATEGY FOR GROWTH 235
Chapter 11 The Growth Imperative 237
Chapter 12 Full-Spectrum Innovation 259
Chapter 13 Evaluating Growth Options 291
Chapter 14 Managing Global Strategies 315
Chapter 15 Managing the Business and Brand Portfolio 336
PART FOUR IMPLEMENTING MARKETING STRATEGY 357
Chapter 16 Harnessing the Organization 359
Chapter 17 How Marketing Activities Create Value for Companies 379
Case Studies C-1
Appendix: Internal Analysis A-1
Notes N-1
Index I-1
