Strategic Marketing Management: A Means-End Approach - Couverture rigide

Parry, Mark E.

Couverture rigide

ISBN 10 : 0071372229 ISBN 13 : 9780071372220

Editeur : McGraw-Hill Inc.,US, 2001

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 - and then execute those decisions with precision.

A propos du livre

À propos de l?auteur

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 additionm 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 Managing Sales for Business Growth and Profitable Sales Management and Marketing for Growing Businesses.

Détails de l'édition

• Éditeur: McGraw-Hill Inc.,US
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0071372229
• ISBN 13: 9780071372220
• Reliure: Relié
• Nombre de pages: 256
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible