Strategic Marketing Management
A Means-End Approach
Published on 26. December 2001
Book
Hardback
256 pages
978-0-07-137222-0 (ISBN)
Description
"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.
More details
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
Professional and scholarly
Illustrations
25 Illustrations
Dimensions
Height: 231 mm
Width: 160 mm
Thickness: 28 mm
Weight
598 gr
ISBN-13
978-0-07-137222-0 (9780071372220)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
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.