Strategic Marketing Management, 6th Edition (Strategic Market Management) [Paperback]

David A. Aaker (Author)

Book Description

ISBN-10: 0471415723 | ISBN-13: 978-0471415725 | Publication Date: July 12, 2001 | Edition: 6

Focuses on the need to analyze the external environment and the competitive marketplace to make strategic market selections and competitive positioning decisions.

• The most complete, systematic approach to external analysis available.
• Addresses key current strategy issues, and is noted for its extensive use of business examples.

Editorial Reviews

From the Back Cover

“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 analysis of customers, competitors, market trends, and the broader environment.  It shows how to build on strategic analysis to create business strategies that will be relevant and compelling to customers, sustainable to competitive attack, and draw on assets and competencies of the organization. Additional topics such as strategic investment, strategic positioning, growth options, global strategies, and organization building provide guidance to strategists.

Highlights of this Seventh Edition include:

• Seven new cases include The Energy Bar Industry, Competing against Wal-Mart, Xerox: The Early Years, Hobart, Dove, Intel, and Samsung Electronics.
• New discussion questions, more than 65 in all, make the text an even more valuable classroom tool.
• New and revised coverage of such timely topics as emerging submarkets and the relevance challenge, the distinction between fads and trends, disruptive vs. sustaining innovation, and more.
• An emphasis on creating customer-oriented business strategies with a value proposition that is relevant, meaningful, and sustainable.

--This text refers to an out of print or unavailable edition of this title.

About the Author

David A. Aaker of University of California at Berkeley

Product Details

• Paperback: 352 pages
• Publisher: Wiley; 6 edition (July 12, 2001)
• Language: English
• ISBN-10: 0471415723
• ISBN-13: 978-0471415725
• Product Dimensions: 9 x 6 x 0.4 inches
• Shipping Weight: 15.5 ounces
• Average Customer Review: 4.3 out of 5 stars  See all reviews (12 customer reviews)
• Amazon Best Sellers Rank: #867,952 in Books (See Top 100 in Books)

More About the Author

My passion is understanding brands and helping firms build brands and brand portfolios. My first brand book, Managing Brand Equity defined brand equity and set forth its value to a firm and its customers. The second, Building Strong Brands, described the "brand identity" model that many firms use to manage their brands and also introduced the Brand Equity Ten measurement structure. The third, Brand Leadership extended the brand identity model and adding material on brand building programs. The fourth, Brand Portfolio Strategy, introduces models and concepts that allow a firm to sort out the complexities of brand portfolios and the priorities and relationships that define them. The fifth, Spanning Silos presents research showing the problems that product and country silos organizations pose to those who would build brands and create effective marketing and what some firms have done to create cooperation and communication to break down the silo barriers.

My latest book, not counting my autobiography, is Brand Relevance: Making Competitors Irrelevant that shows success in dynamic markets involves creating offerings so innovative that they create new categories or subcategories making competitors irrelevant.

I am a part of Prophet, a global brand and marketing consulting company that is on the forefront of branding issues, professor emeritus of the Haas School at UC Berkeley, and an advisor to Denstu. I also blog on Aaker on Brands (http://www.davidaaker.com). I live in Orinda, California near my three daughters and seven grandchildren and try to do a lot of biking and just enough golfing.


There follows the formal career summary.


David A. Aaker is the Vice-Chairman of Prophet Brand Strategy, Professor Emeritus of Marketing Strategy at the Haas School of Business, UC Berkeley and an advisor to Dentsu Inc. The winner of three career awards for contributions to the science of marketing (the Paul D. Converse Award), marketing strategy (the Vijay Mahajan Award) and the theory and practice of marketing (the Buck Weaver Award), he has published over 100 articles and 14 books including Strategic Market Management, Managing Brand Equity, Building Strong Brands, Brand Leadership (co-authored with Erich Joachimsthaler) Brand Portfolio Strategy, From Fargo to the World of Brands, Spanning Silos and his latest book, Brand Relevance: Making Competitors Irrelevant. His books have been translated into eighteen languages with sales well over one million. Named as one of the top five most important marketing/business gurus in 2007, Professor Aaker has won awards for the best article in the California Management Review and (twice) in the Journal of Marketing. A recognized authority on brand equity and brand strategy, he has been an active consultant and speaker throughout the world and is on the Board of Directors of the Food Bank of Contra Costa and Solano Counties.

Customer Reviews

Most Helpful Customer Reviews

16 of 18 people found the following review helpful:

5.0 out of 5 stars Simpe, Concise, Precise and Easy to Understand, July 28, 1999

By A Customer

This review is from: Strategic Market Management (Strategic Market Managment) (Paperback)

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.

11 of 13 people found the following review helpful:

5.0 out of 5 stars An excellent book for marketing strategy, July 23, 1999

By A Customer

This review is from: Strategic Market Management (Strategic Market Managment) (Paperback)

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.

4 of 4 people found the following review helpful:

4.0 out of 5 stars Provides overview of strategic management (8th Ed), June 25, 2008

By 

H. Ong "Amy H C Ong" (Singapore) - See all my reviews
(VINE VOICE)    (REAL NAME)   

Amazon Verified Purchase

This review is from: Strategic Market Management (Strategic Market Managment) (Paperback)

This book is divided into 2 parts. Part I of the book (chapter 2 to 6) covers strategic analysis, with emphasis on customer, competitor, market, environmental and internal analysis. Part II (chapter 7 to 15) covers the development and implementation of strategy.

For part I which covers both internal and external analysis, the 4P's of the marketing mix (product, price, place, promotion), this book merely scrimps through the concepts. Instead I will recommend the book "Marketing" by Roger A. Kerin, et al, which provides more comprehensive approaches. However, the book "Marketing" does not dwell on strategic management and this is where the strength of this book comes in.

Part II provides insight into creation of sustainable competitive advantages and synergy, creation and leveraging of brand equity, approaches to handle strategic uncertainty in making strategic decisions, growth strategies and implementation strategies. There are multiple growth strategies available, such as energizing existing businesses, leveraging, creating new businesses and globalizing businesses. By identifying and constructing a company's business portfolio, such as classification of products or brands into cash cows, stars, dogs and problematic child according to the BCG growth-share matrix, the appropriate brand portfolio strategy can be employed, such as exiting, milking, divesting or expansion strategies. It further elaborates on the needs to prioritize and trim the brand portfolio, offering guidelines on the strategic brand consolidation process.

In this digital era, I am surprised by the numerous grammar/typo errors found in this book and thereby implying a slack proof-reading process. However, since the main focus is on the quality of the contents, I found this book being able to offer an insight into the strategic aspects of management.