Strategic marketing management

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Title:

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

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025530854	658.8 P265S 2002	1	Searching... Unknown
Searching... 1:VGDBN	1:GEN-BOOK	000014539	658.802 PAR	1	Searching... Unknown

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Summary

THE MCGRAW-HILL EXECUTIVE MBA SERIES Readers look to The McGraw-Hill Executive MBA series for straight-talking, technique-filled books written by frontline executive education professors and modeled after the programs of top business schools. Strategic Marketing Management provides a logical approach for developing and positioning corporate and product brands and skillfully managing those brand positions over time. Case studies and examples illustrate how to maximize benefits from a "first-mover" strategy, navigate a brand extension, set priorities when establishing brand meanings, and more.