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{
"item_title" : "Strategic Marketing Management",
"item_author" : [" Mark E. Parry "],
"item_description" : "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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Strategic Marketing Management : A Means-End Approach
Overview
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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Details
- ISBN-13: 9780071589635
- ISBN-10: 0071589635
- Publisher: McGraw-Hill
- Publish Date: December 2001
- Dimensions: 9 x 6 x 0.6 inches
- Shipping Weight: 0.85 pounds
- Page Count: 288
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