The text is a European adaptation of our current US book:
Strategic Market Management, 9th Edition by
David Aaker. This new edition is a mainstream text suitable for all business students studying strategy and marketing courses.
Strategic Market Management: Global Perspectives is motivated by the strategic challenges created by the dynamic nature of markets. The premise is that all traditional strategic management tools either do not apply or need to be adapted to a more dynamic context.
The unique aspects of the book are its inclusion of:
- A business strategy definition that includes product/market scope, value proposition, and assets and competences.
- A structured strategic analysis including a detailed customer, competitor, market, and environmental analysis leading to understanding of market dynamics that is supported by a summary flow diagram, a set of agendas to help start the process, and a set of planning forms.
