Strategic Marketing Management: A Means-End Approach

ISBN-13: 9780071589635 / Angielski / Miękka / 2001 / 288 str.

Mark E. Parry

Opis

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.