基本信息出版社：John Wiley & Sons
页码：352 页
出版日期：2001年07月
ISBN：0471415723
条形码：9780471415725
装帧：平装
正文语种：英语
丛书名：Strategic Market Management

内容简介 在线阅读本书

Focuses on the need to analyze the external environment and the competitive marketplace to make strategic market selections and competitive positioning decisions.
∗ The most complete, systematic approach to external analysis available.
∗ Addresses key current strategy issues, and is noted for its extensive use of business examples.
作者简介 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. --This text refers to the Paperback edition.