Strategic Marketing Management: A Means-End Approach

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McGraw Hill Professional, Dec 22, 2001 - Business & Economics - 256 pages

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.

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Contents

II
1
III
15
IV
41
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About the author (2001)

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.

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