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Strategic Marketing Management: A Means-End Approach

Strategic Marketing Management: A Means-End Approach

Paperback

AccountingManagementMarketing

ISBN10: 0071589635
ISBN13: 9780071589635
Publisher: Mcgraw Hill Book Co
Published: Dec 26 2001
Pages: 288
Weight: 0.85
Height: 0.60 Width: 6.00 Depth: 9.00
Language: English
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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