Strategic Marketing Management: A Means-End Approach
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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Produktdetails
- ISBN: 978-0-07-158963-5
- EAN: 9780071589635
- Produktnummer: 3676887
- Verlag: Mcgraw Hill Book Co
- Sprache: Englisch
- Erscheinungsjahr: 2001
- Seitenangabe: 288 S.
- Masse: H22.9 cm x B15.2 cm x D1.5 cm 386 g
- Gewicht: 386
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