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.
"synopsis" may belong to another edition of this title.
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:
Look for these other value-packed paperback titles in the McGRAW-HILL EXECUTIVE MBA SERIES:
Corporate Strategy * Entrepreneurial Management * Managerial Leadership * Sales Management
Mark E. Parry has served as a 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.
"About this title" may belong to another edition of this title.
Book Description The McGraw-Hill Company. Book Condition: New. pp. 274. Bookseller Inventory # 5773482
Book Description McGraw-Hill, 2004. Paperback. Book Condition: New. book. Bookseller Inventory # M0071450939
Book Description McGraw-Hill, 2004. Paperback. Book Condition: New. 1. Bookseller Inventory # DADAX0071450939
Book Description McGraw-Hill, 2004. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P110071450939