Learn to identify, select, implement, and adapt market-driven business strategies for profitable growth in competitive markets

In Strategic Market Management, David Aaker and Christine Moorman deliver an incisive, practical, and up-to-date guide for identifying, selecting, implementing, and adapting market-driven business strategies in increasingly complex, dynamic, and crowded markets. The authors provide the concepts, frameworks, tools, and best practice case studies required to develop cap...

Whether you're managing a rebrand or educating your staff or students about brand fundamentals, Designing Brand Identity is the quintessential resource. The sixth edition has been updated throughout to address the challenges faced by branding professionals today. From research to brand strategy, design execution to launch and governance, Designing Brand Identity is a compendium of tools and best practices that demystifies, inspires, and provides a road map to creating sustainable and successf...

Teaches students to apply the key principles of innovation and entrepreneurship in a variety of business contexts Now in its fourth edition, Innovation and Entrepreneurship provides an overview and synthesis of the most recent research on innovation and entrepreneurship, offering clear and accessible coverage of essential research principles that are applicable in a broad range of business models and industry sectors in a variety of business, public and social contexts. Using a proven process...