Aaker, David A. creator text nju 2014 Tenth edition. monographic eng

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ix, 326 p. : ill. ; 24 cm "Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks them through the strategic challenges created by the dynamic nature of today's markets. Strategic Market Management, 10th Edition emphasizes a customer perspective and the fact that every strategy should have a value proposition that is meaningful to the customers. Sections are included on energizing the business and how to overcome the barriers that powerful organization silos create to inhibit cooperation and communication. Specific case studies delve into real world and engaging issues"-- David A. Aaker, Vice-Chairman, Prophet Professor Emeritus, University of California, at Berkeley. Includes index. Marketing Management Strategic planning BUSINESS & ECONOMICS / Marketing / General HF5415.13 .A23 2014 658.8 AAS Aaker, David A. Hoboken, New Jersey : Wiley, [2014] Tenth edition. (DLC) 2013029527 9781118582862 (pbk.) 2013028806 DLC 130718 20161222102619.0 17816876 eng