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Strategic Marketing Management: The McGraw-Hill Executive MBA Series, by Mark Parry
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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.
- Sales Rank: #5101484 in Books
- Published on: 2004-12-22
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .77" w x 6.00" l,
- Binding: Paperback
- 274 pages
From the Back Cover
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
About the Author
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.
Most helpful customer reviews
0 of 0 people found the following review helpful.
The "theory" of marketing...
By Stephen Armstrong
If you like the "theory of marketing," this book is OK, I guess. The case examples were the stronger parts of the book. The problem is that many of the case examples are dated (e.g., Crest toothpaste gaining the ADA seal of approval).
I regret to say I was always a little nauseated in my MBA program with the marketing professors, because they said simple things with such complicated dexterity that I never really understood them--or cared. I had the same feeling here with this book. Why so complicated, and why so little empirical validation of the theories? Maybe the professors don't care that much either.
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