Strategic Marketing Management

Mark E. Parry

274 pages, parution le 26/01/2005

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Résumé

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

Sommaire

Means-End Theory and Strategic Marketing
Identifying and Analyzing Customer Benefits
Making Benefits Credible
Kinds of Attributes
Personal Values
Customer Decision Maps
The Evolution of Brand Meaning
Prioritizing Means-End Elements
Evaluating a Customer Decision Map: A Case Study
External Influencers and Undesirable Product Associations: A Case Study

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Mark E. Parry
Parution	26/01/2005
Nb. de pages	274
Format	15 x 23
Couverture	Broché
Poids	390g
Intérieur	Noir et Blanc
EAN13	9780071450935
ISBN13	978-0-07-145093-5