Strategic Marketing Management

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McGraw Hill Professional, 2005 - Business & Economics - 275 pages

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 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.

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Contents

MeansEnd Theory and Strategic Marketing
13
Identifying and Analyzing Customer Benefits
17
Making Benefits Credible
41
Copyright

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About the author (2005)

Mark E. Parry (Charlottesville, VA) has served as course head of the M.B.A. first-year marketing course and the second-year marketing strategy elective at the University of Virginia's Darden School of Business.

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