ISBN0470056231

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.

This book was part of the required reading for my MBA program at UCI and so far it is the best strategic marketing text I have read. Prof. Aaker's writing style is both concise and eloquent, very well organized and easy to read. I will keep this book on my bookshelf for a long time, it is very "reusable" and goes way beyond the class room. A must-have for both corporate executives and enterpreneurs.

The 5th edition is, in my view, disorganised, unnecessarily complicated and seems to have been hurriedly finished. This text book was required reading for my MBA (Warwick Business School)

In my opinion the most clever chapter in the book discusses how brand equity can be built through secondary brand associations.

I used this book in my strategic class for MBA, this is the single best book I've ever read in marketing; the professor of this class is not top-notch, but the book he recommended is top of the top!

It's so concise yet full of examples, it provides the best frame work to solve real business problems, I wish all the VP in marketing in big companies could read this book.