Strategic Market Management

By David Aaker

This edition is motivated by the strategic challenges created by the dynamic nature of markets. The premise of the text is that all traditional strategic management tools either do not apply or need to be adapted to a more dynamic context. Developing and implementing strategies today is very different than only a few decades ago when business environments were more stable and simple. Every market can now be described as dynamic. As a result, firms need to adapt strategies in order to stay relevant. Developing successful, ongoing strategies in dynamic markets involves five types of competencies that are detailed in the book--strategic analysis, stimulating and managing innovation, managing multiple business, creating advantage, and developing growth platforms.


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