Strategic Market Management

Aaker's Strategic Market Management, Fifth Edition, is suitable for Sr/MBA courses that focus on the management of strategies. It is especially appropriate for Marketing strategy courses, such as strategic market management, strategic market planning, strategic marketing, or marketing strategy. In addition, this book fits well into policy or entrepreneurship courses such as strategic management, strategic planning, business policy, entrepreneurship, or policy administration. This book really covers business strategy from a marketing or external viewpoint. Aaker's text is the dominant book in the market.