Strategic Market Management · 10th Edition by Aaker, David A. -- Read -- Imperial Library of Trantor

Index

Cover Page Title Page Copyright PREFACE CONTENTS CHAPTER ONE: Strategic Market Management—An Introduction and Overview

WHAT IS A BUSINESS STRATEGY? A BUSINESS STRATEGY STRATEGIC MARKET MANAGEMENT MARKETING AND ITS ROLE IN STRATEGY

PART ONE: STRATEGIC ANALYSIS

CHAPTER TWO: External and Customer Analysis

EXTERNAL ANALYSIS THE SCOPE OF CUSTOMER ANALYSIS SEGMENTATION CUSTOMER MOTIVATIONS UNMET NEEDS

CHAPTER THREE: Competitor Analysis

IDENTIFYING COMPETITORS—CUSTOMER-BASED APPROACHES IDENTIFYING COMPETITORS—STRATEGIC GROUPS POTENTIAL COMPETITORS COMPETITOR ANALYSIS—UNDERSTANDING COMPETITORS COMPETITOR STRENGTHS AND WEAKNESSES THE COMPETITIVE STRENGTH GRID OBTAINING INFORMATION ON COMPETITORS

CHAPTER FOUR: Market/Submarket Analysis

DIMENSIONS OF A MARKET/SUBMARKET ANALYSIS EMERGING SUBMARKETS ACTUAL AND POTENTIAL MARKET OR SUBMARKET SIZE MARKET AND SUBMARKET GROWTH MARKET AND SUBMARKET PROFITABILITY ANALYSIS COST STRUCTURE DISTRIBUTION SYSTEMS MARKET TRENDS KEY SUCCESS FACTORS RISKS IN HIGH-GROWTH MARKETS

CHAPTER FIVE: Environmental Analysis and Strategic Uncertainty

TECHNOLOGY TRENDS CONSUMER TRENDS GOVERNMENT/ECONOMIC TRENDS DEALING WITH STRATEGIC UNCERTAINTY IMPACT ANALYSIS—ASSESSING THE IMPACT OF STRATEGIC UNCERTAINTIES SCENARIO ANALYSIS

CHAPTER SIX: Internal Analysis

FINANCIAL PERFORMANCE AND PROFITABILITY PERFORMANCE MEASUREMENT BEYOND PROFITABILITY STRENGTHS AND WEAKNESSES THREATS AND OPPORTUNITIES FROM ANALYSIS TO STRATEGY

CASE CHALLENGES FOR PART I

TRENDS IN RETAILING THE ENERGY BAR INDUSTRY TRANSFORMATIONAL INNOVATIONS ENVIRONMENTAL TRENDS THAT MATTER

PART TWO: CREATING, ADAPTING, AND IMPLEMENTING STRATEGY

THE SUSTAINABLE COMPETITIVE ADVANTAGE THE ROLE OF SYNERGY STRATEGIC COMMITMENT, OPPORTUNISM, AND ADAPTABILITY

CHAPTER EIGHT: Alternative Value Propositions

BUSINESS STRATEGY CHALLENGES ALTERNATIVE VALUE PROPOSITIONS SUPERIOR QUALITY VALUE

CHAPTER NINE: Building and Managing Brand Equity

BRAND AWARENESS BRAND LOYALTY BRAND ASSOCIATIONS BRAND IDENTITY

CHAPTER TEN: Toward a Strong Brand Relationship

UNDERSTANDING AND PRIORITIZING BRAND TOUCHPOINTS FOCUSING ON THE CUSTOMER'S SWEET SPOT HOW TO CREATE OR FIND A CUSTOMER SWEET SPOT GET BEYOND FUNCTIONAL BENEFITS BROADENING THE CONCEPT OF A BRAND

CHAPTER ELEVEN: Energizing the Business

INNOVATING THE OFFERING ENERGIZING THE BRAND AND MARKETING INCREASING THE USAGE OF EXISTING CUSTOMERS

CHAPTER TWELVE: Leveraging the Business

WHICH ASSETS AND COMPETENCIES CAN BE LEVERAGED? BRAND EXTENSIONS EXPANDING THE SCOPE OF THE OFFERING NEW MARKETS EVALUATING BUSINESS LEVERAGING OPTIONS THE MIRAGE OF SYNERGY

CHAPTER THIRTEEN: Creating New Businesses

CREATE “MUST HAVES,” RENDERING COMPETITORS IRRELEVANT THE INNOVATOR'S ADVANTAGE MANAGING CATEGORY PERCEPTIONS CREATING NEW BUSINESS ARENAS FROM IDEAS TO MARKET

CHAPTER FOURTEEN: Global Strategies

MOTIVATIONS UNDERLYING GLOBAL STRATEGIES STANDARDIZATION VS. CUSTOMIZATION EXPANDING THE GLOBAL FOOTPRINT STRATEGIC ALLIANCES GLOBAL MARKETING MANAGEMENT

THE BUSINESS PORTFOLIO DIVESTMENT OR LIQUIDATION THE MILK STRATEGY PRIORITIZING AND TRIMMING THE BRAND PORTFOLIO

CHAPTER SIXTEEN: From Silos to Synergy—Harnessing the Organization

SILO-DRIVEN PROBLEMS—THE CASE OF MARKETING ADDRESSING THE SILO MARKETING ISSUES—CHALLENGES AND SOLUTIONS ORGANIZATIONAL LEVERS AND THEIR LINK TO STRATEGY STRUCTURE SYSTEMS PEOPLE CULTURE A RECAP OF STRATEGIC MARKET MANAGEMENT

CASE CHALLENGES FOR PART II

HOBART CORPORATION DOVE COMPETING AGAINST WAL-MART WEGMANS COSTCO CONTEMPORARY ART SONY VS. iPOD

APPENDIX: Planning Forms INDEX