Strategic Market Management (Wse) By David A. Aaker

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. The ninth edition emphasizes a customer perspective and the fact that every strategy should have a value proposition that is meaningful to the customers. New sections are included on energizing the business and how to overcome the barriers that powerful organization silos create to inhibit cooperation and communication. Two new case studies delve into real world and engaging issues. One focuses on Sony's response to the iPod while the other discusses the use of contemporary artists to give marketing professionals a real-world perspective.