Strategic marketing management
by
 
Parry, Mark E. (Mark Edward), 1957-

Title
: 
Strategic marketing management

Author
: 
Parry, Mark E. (Mark Edward), 1957-

ISBN
: 
9780071450935
 
9780071372220

Personal Author
: 
Parry, Mark E. (Mark Edward), 1957-

Publication Information
: 
London : McGraw-Hill, 2005.

Physical Description
: 
274 pages : illustrations ; 23 cm.

Series
: 
The McGraw-Hill executive MBA series
 
McGraw-Hill executive MBA series.

General Note
: 
Originally published: 2001.

Contents
: 
Means-end theory and strategic marketing -- Identifying and analyzing customer benefits -- Making benefits credible -- Kinds of attributes -- Personal values -- Customer decision maps -- The evolution of brand meaning -- Prioritizing means-end elements -- Evaluating a customer decision map: a case study -- External influencers and undesirable product associations: a case study.

Subject Term
: 
Marketing -- Management.
 
Strategic planning.
 
Marketing -- Management. (OCoLC)fst01010209
 
Strategic planning. (OCoLC)fst01134371


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168025530854658.8 P265S 20021
VEGA DurbanGeneral Books000014539658.802 PAR1