Strategic market planning in the information industry Book

This Australasian adaptation of Aaker's popular Strategic Market Management text retains the conciseness of the original, while bringing an abundance of local examples to enhance the text's relevance to undergraduate students from Australia, New Zealand, and the Asia Pacific. Marketing planning and analysis is at the forefront, along with Aaker's traditional strong focus on strategic planning to achieve a competitive marketing strategy. Increased student pedagogy will make the adaptation more student friendly and appropriate for undergraduate classroom use. Features: New chapters on Marketing Information and Marketing StrategyClear focus on marketing planning and strategic planning, the distinctions between these as well as their interdependent nature. Competitive industry positioning highlighted as a precursor to strategy (eg what are appropriate strategies for market leaders, as opposed to challengers?)Focus on all aspects of the marketing mix as they apply to strategyCoverage of market analysis tools such as forecasting and research methods Emphasis on strategy evaluation and the marketing "audit" End of Book Case StudiesIncreased student pedagogy with each chapter featuring: Learning outcomes, "Real world" scene setters, Boxed features (mini cases, checklists)Chapter summary End of chapter questions (including both short answer and essays)Applied learning activities