Title Details

DAVID A. AAKER is the E. T. Grether Professor of Marketing Strategy at the Haas School of Business Administration at the University of California at Berkeley. He is the author of numerous articles and ten books on strategy, including Marketing Research, Fifth Edition (Wiley) and Managing Brand Equity. His books have been translated into eight languages. Professor Aaker is an active consultant and speaker in the United States, Europe, and South America.

INTRODUCTION AND OVERVIEW.

Business Strategy: The Concept and Trends in Its Management.

Strategic Market Management: An Overview.

STRATEGIC ANALYSIS.

External Analysis Overview and Customer Analysis.

Competitor Analysis.

Market Analysis.

Environmental Analysis and Dealing with Strategic Uncertainty.

Internal Analysis.

ALTERNATIVE BUSINESS STRATEGIES.

Obtaining a Sustainable Competitive Advantage.

Differentiation Strategies.

Obtaining an SCA-Low Cost, Focus, and the Preemptive Move.

Growth Strategies: Penetration, Product-Market Expansion, and Vertical Integration.

Diversification.

Strategies in Declining and Hostile Markets.

Global Strategies.

IMPLEMENTATION AND THE PLANNING PROCESS.

Implementing the Strategy.

Formal Planning Systems.

Appendix.

Index.