Strategic Market Management

by David A. Aaker

Book Overview

"Unquestionably the most comprehensive treatment available on the subject. I found this book unique in its capacity to benefit executives, planning staff, and students of strategy alike." -- Robert L. Joss, Dean of the Graduate School of Business, Stanford University The Leading Authority -- Now Revised Completely revised and updated, David Aaker's authoritative book approaches strategy development from an external perspective driven by a structured...

• Format: Paperback
• Language: English
• ISBN: 0471484261
• ISBN13: 9780471484264
• Release Date: March 2004
• Publisher: John Wiley & Sons
• Length: 356 Pages
• Weight: 1.03 lbs.
• Dimensions: 0.6" x 6.1" x 9.0"

Customer Reviews

The BEST!!! Marketing Book ever!!!!!!

I used this book in my strategic class for MBA, this is the single best book I've ever read in marketing; the professor of this class is not top-notch, but the book he recommended is top of the top! It's so concise yet full of examples, it provides the best frame work to solve real business problems, I wish all the VP in marketing in big companies could read this book.

Leveraging Secondary Brand Knowledge to Build Brand Equity

In my opinion the most clever chapter in the book discusses how brand equity can be built through secondary brand associations.

Exceptional book!

This book was part of the required reading for my MBA program at UCI and so far it is the best strategic marketing text I have read. Prof. Aaker's writing style is both concise and eloquent, very well organized and easy to read. I will keep this book on my bookshelf for a long time, it is very "reusable" and goes way beyond the class room. A must-have for both corporate executives and enterpreneurs.

Simpe, Concise, Precise and Easy to Understand

I used this book when I took a strategic marketing class in my MBA program. The author of this book did an excellent job in explaining strategic marketing concepts in a simple but practical way. The main strength of this book is it is very well-organized and easy to follow. The author also used many real-world samples to explain and support marketing concepts presented in the text. I recommend that any business student who has to take business policy class use this book as his or her reference.

An excellent book for marketing strategy

I was first exposed to Aakers Strategic Market Management during a marketing strategy course at National University of Singapore. I really appriciated the disposition of the books. It is relatively thin, not many words are useless (which is uncommmon in the case of marketing text books).Later, still a student, I got the opportunity to develop a marketing strategy for a smaller firm. During this time Aakers book was of the outmost value, being used for reference throughout the analysis. Highly recommendable.