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STRATEGIC MARKETING MANAGEMENT : A MEANS-END APPROACH
MARK E. PARRY
2005
BOOK
Category |
STRATEGIC MARKETING
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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.
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ISBN |
0071450939
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Author(s) |
MARK E. PARRY
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Credits |
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Edition |
1ST ED.
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Year |
2005
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Publisher |
MCGRAW-HILL
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Type |
BOOK
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Keywords |
STRATEGIC MARKETING
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Language |
English |
Collation |
275 P., 25 CM.
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