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Strategic Marketing Management

Опубликовано на портале: 20-04-2007
New York: McGraw-Hill, 2004, 274 с.
Тематический раздел:
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. Whether branding new product lines or managing brand meanings for established products, this accessible, concise guide helps marketing executives assess market trends, make branding decisions quickly and confidently'then execute those decisions with precision

Preface and Acknowledgements

Chapter 1. Means-End Theory and Strategic Marketing

Chapter 2. Identifying and Analyzing Customer Benefits

Chapter 3. Making Benefits Credible

Chapter 4. Kinds of Attributes

Chapter 5. Personal Values

Chapter 6. Customer Decision Maps

Chapter 7. The Evolution of Brand Meaning

Chapter 8. Prioritizing Means-End Elements

Chapter 9. Evaluating a Customer Decision Map: A Case Study

Chapter 10. External Infkuencers and Undesirable Product Associations: A Case Study

Suggested Readings
Endnotes
Index

Ключевые слова

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