Aaker, McLoughlin:

Strategic Market Management, European Edition

Instructor Companion Site

Table Of Contents

Chapter 1: Business Strategy: The Concept and Trends in Its Management

Chapter 2: Strategic Market Management: An Overview

Chapter 3: External and Customer Analysis

Chapter 4: Competitor Analysis

Chapter 5: Market/Submarket Analysis

Chapter 6: Environmental Analysis and Strategic Uncertainty

Chapter 7: Internal Analysis

Chapter 8: Creating Advantage—Synergy and Vision versus Opportunism

Chapter 9: Strategic Options: Quality and Brand Equity

Chapter 10: Strategic Options: Value, Focus, Innovation and Customer Relationships

Chapter 11: Global Strategies

Chapter 12: Strategic Positioning

Chapter 13: Growth Strategies: Penetration, Product-Market Expansion, Vertical Integration, and the Big Idea

Chapter 14: Diversification

Chapter 15: Strategies in Declining and Hostile Markets

Chapter 16: Organisational Issues

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