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STRATEGIC MARKETING MANAGEMENT : A MEANS-END APPROACH

MARK E. PARRY

2005

BOOK
Category

STRATEGIC MARKETING

Abstract 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 MANAGEMENTPROVIDES 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.
ISBN 0071450939
Author(s) MARK E. PARRY
Credits
Edition 1ST ED.
Year 2005
Publisher MCGRAW-HILL
Type BOOK
Keywords STRATEGIC MARKETING
Language English
Collation 275 P., 25 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol I 6 No Available