Winning through Platforms is your new go-to guide for modern competitive advantage. Digital platforms are no longer for just the tech elite. They're spreading to every company and industry, powered by the growth of customer sensors, streaming data, and artificial intelligence--lighting the...

"This 12th edition of Strategic Marketing Management continues its mission to help business leaders develop marketing strategies that lead to enduring competitive advantage-a task that has become more daunting over the years. In most markets, competitors are reaching parity on basic functional...

Ein kompakter Überblick über die nützlichsten Konzepte und Methoden für die Entwicklung starker Marken, die sich im Wettbewerb erfolgreich differenzieren. Die 20 Grundsätze basieren auf dem weltweit aktuellsten Wissensstand über Marken, ihre Etablierung und Weiterentwicklung. Sie zeigen...

Marketing professionals need to be able to adapt new strategies in order to keep their companies relevant. Aaker walks them through the strategic challenges created by the dynamic nature of today's markets. Strategic market management, 10th edition emphasizes a customer perspective and the fact...