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.
A one-volume, MBA-level course for designing and implementing a customer-focused, "means-end" marketing program "Mark Parry has written a book on developing strategy from the perspective of means-end theory, using techniques that have demonstrated ability to create superior results. It is combat tested, proven in the trenches of marketing campaigns around the world." --John A. Norton, vice president, The Connaught Group, Ltd. Strategic Marketing Management outlines a customer-based marketing program that will help you identify your most profitable target customers and position your product or service to matter to those customers. This handy edition of the popular McGraw-Hill Executive MBA Series hardcover title will provide you with the insights and strategies you need to: Foster and nurture appropriate brand meanings that retain value in the marketplace Create a benefit framework that encompasses functional, experiential, financial, and psychosocial benefits Present customers with evidence and support to make promised benefits credible, memorable, and valuable Look for these other value-packed paperback titles in the McGRAW-HILL EXECUTIVE MBA SERIES: Corporate Strategy * Entrepreneurial Management * Managerial Leadership * Sales Management
A one-volume, MBA-level course for designing and implementing a customer-focused, "means-end" marketing program "Mark Parry has written a book on developing strategy from the perspective of means-end theory, using techniques that have demonstrated ability to create superior results. It is combat tested, proven in the trenches of marketing campaigns around the world." --John A. Norton, vice president, The Connaught Group, Ltd. Strategic Marketing Management outlines a customer-based marketing program that will help you identify your most profitable target customers and position your product or service to matter to those customers. This handy edition of the popular McGraw-Hill Executive MBA Series hardcover title will provide you with the insights and strategies you need to: Foster and nurture appropriate brand meanings that retain value in the marketplace Create a benefit framework that encompasses functional, experiential, financial, and psychosocial benefits Present customers with evidence and support to make promised benefits credible, memorable, and valuable Look for these other value-packed paperback titles in the McGRAW-HILL EXECUTIVE MBA SERIES: Corporate Strategy * Entrepreneurial Management * Managerial Leadership * Sales Management