Strategic Marketing Management: A Means-End Approach

Mark E Parry Parry

ISBN 10: 0071372229 / ISBN 13: 9780071372220

Published by The McGraw-Hill Company, 2001

About this Item

pp. ix + 275 1st Edition.

Seller Inventory # 263121812

Bibliographic Details

• Title: Strategic Marketing Management: A Means-End Approach
• Publisher: The McGraw-Hill Company
• Publication Date: 2001
• Language: English
• ISBN 10: 0071372229
• ISBN 13: 9780071372220
• Binding: Hardcover
• Condition: Used

About this title

Synopsis

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.

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.