Strategic Marketing Management - Softcover

Parry, Mark E.

Softcover

ISBN 10: 0071589635 ISBN 13: 9780071589635

Publisher: McGraw-Hill, 1997

Synopsis

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.

About this title

From the Back Cover:

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 that will help you identify your most profitable target customers and position your product or service to matter to those customers.

This handy edition of the popular McGraw-Hill Executive MBA Series hardcover title will provide you with the insights and strategies you need to: Foster and nurture appropriate brand meanings that retain value in the marketplace Create a benefit framework that encompasses functional, experiential, financial, and psychosocial benefits Present customers with evidence and support to make promised benefits credible, memorable, and valuable

Look for these other value-packed paperback titles in the McGRAW-HILL EXECUTIVE MBA SERIES:
Corporate Strategy * Entrepreneurial Management * Managerial Leadership * Sales Management

About the Author:

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 edition

• Publisher: McGraw-Hill
• Publication date: 1997
• ISBN 10: 0071589635
• ISBN 13: 9780071589635
• Binding: Paperback
• Number of pages: 288