Strategic Marketing Management (Executive MBA Series) - Tapa blanda

This book is 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; and, 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"; and, "Sales Management".