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. Whether branding new product lines or managing brand meanings for established products, this accessible, concise guide helps marketing executives assess market trends, make branding decisions quickly and confidently—then execute those decisions with precision.
"synopsis" may belong to another edition of this title.
A One-Volume, MBA-Level Course for Designing and Implementing a Customer-Focused, "Means-End" Marketing Program
"Mark Parry has written a book on developing strategy from the perspective of means-end theory, using techniques that have demonstrated ability to create superior results. It is combat tested, proven in the trenches of marketing campaigns around the world."
John A. Norton, Vice president, The Connaught Group, Ltd.
Strategic Marketing Management outlines a customer-based marketing program designed to help you identify your most attractive target customers and position your product or service so that it matters to those customers. With common-sense explanations of how and why recommended methods work, along with current examples of techniques other companies have used to apply these methods successfully (and unsuccessfully), this book shows you how to determine:
Look to The McGraw-Hill Executive MBA Series for straight-talking, technique-filled books, written by front-line executive education professors and modeled after the programs of top business schools. Other titles in the series include:
Targeting and positioning. The interdependence of these two fundamentals lies at the heart of every successful marketing initiative. Strategic Marketing Management looks into the marketing programs of today's most consistently successful marketersfrom Procter & Gamble to Amazon.comto reveal how they treat targeting and positioning as interdependent efforts, vitally linked at every level.
Strategic marketing authority and educator Mark Parry shows you how to identify your most important customers, then position yourself successfully in relation to your closest competitors. Built around the precepts of the proactive Means-End Theory, and developed from materials created for executive education courses at the Darden School, Strategic Marketing Management provides you with the information and strategies you need to:
Strategic Marketing Management goes straight to the heart of marketing, providing a logical approach for targeting and positioning products that is easy to implement and proven successful in today's marketplace. A concise, focused guide written for executives and executives-in-training, it describes today's top tools for assessing market trends, making essential decisions to capitalize on those trends, and executing those decisions with authority and confidence.
Mark E. Parry has served as course head of the MBA first-year marketing course and the second-year marketing strategy elective at the University of Virginia's Darden School of Business. Dr. Parry has designed several Darden executive education programs, including "Fundamentals of Pricing Strategy," "Launching New Products," and "Building and Managing Brand Leadership." He has also served as faculty leader of the "Strategic Marketing Management" executive program, and has taught in many other executive education programs. In addition, he has designed executive education programs for Coca-Cola, Allied Signal, Ingersoll-Rand, Milliken & Company, and Lexis Law Publishing, among others. His work has appeared in numerous publications, including Journal of Marketing Research, Journal of Marketing, and Marketing Science.
"About this title" may belong to another edition of this title.
Shipping:
US$ 4.00
Within U.S.A.
Book Description Hardcover. Condition: new. New. Fast Shipping and good customer service. Seller Inventory # Holz_New_0071372229
Book Description Condition: New. Brand New Original US Edition.We Ship to PO BOX Address also. EXPEDITED shipping option also available for faster delivery.This item may ship from the US or other locations in India depending on your location and availability. Seller Inventory # ABTR-282509
Book Description Condition: New. Brand New Original US Edition. Customer service! Satisfaction Guaranteed. This item may ship from the US or our Overseas warehouse depending on your location and stock availability. We Ship to PO BOX Location also. Seller Inventory # ABRR-282509
Book Description Hardcover. Condition: New. Seller Inventory # Abebooks14106
Book Description Hardcover. Condition: new. Brand New Copy. Seller Inventory # BBB_new0071372229
Book Description Hardcover. Condition: new. New Copy. Customer Service Guaranteed. Seller Inventory # think0071372229
Book Description Condition: New. New. In shrink wrap. Looks like an interesting title! 1.32. Seller Inventory # Q-0071372229