Strategic Marketing Management: A Means-End Approach (McGraw-Hill Executive MBA Series) - Hardcover

Über die Autorin bzw. den Autor

Mark E. Parry has served as course head of the MBA first-year marketing course and the second-year marketing strategy elective at the University of Virginia's Darden School of Business. Dr. Parry has designed several Darden executive education programs, including "Fundamentals of Pricing Strategy," "Launching New Products," and "Building and Managing Brand Leadership." He has also served as faculty leader of the "Strategic Marketing Management" executive program, and has taught in many other executive education programs. In addition, he has designed executive education programs for Coca-Cola, Allied Signal, Ingersoll-Rand, Milliken & Company, and Lexis Law Publishing, among others. His work has appeared in numerous publications, including Journal of Marketing Research, Journal of Marketing, and Marketing Science.

Von der hinteren Coverseite

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 designed to help you identify your most attractive target customers and position your product or service so that it matters to those customers. With common-sense explanations of how and why recommended methods work, along with current examples of techniques other companies have used to apply these methods successfully (and unsuccessfully), this book shows you how to determine:

• What makes your company, product, or service special to current and potential customers
• What position you should establish and nurture in order to create sustained competitive superiority
• Strategies to strengthen and defend that position

Look to The McGraw-Hill Executive MBA Series for straight-talking, technique-filled books, written by front-line executive education professors and modeled after the programs of top business schools. Other titles in the series include:

• Corporate Strategy
• Finance & Accounting for Nonfinancial Managers
• Managerial Leadership
• Mergers & Acquisitions
• Sales Management

Targeting and positioning. The interdependence of these two fundamentals lies at the heart of every successful marketing initiative. Strategic Marketing Management looks into the marketing programs of today's most consistently successful marketers­­from Procter & Gamble to Amazon.com­­to reveal how they treat targeting and positioning as interdependent efforts, vitally linked at every level.

Strategic marketing authority and educator Mark Parry shows you how to identify your most important customers, then position yourself successfully in relation to your closest competitors. Built around the precepts of the proactive Means-End Theory, and developed from materials created for executive education courses at the Darden School, Strategic Marketing Management provides you with the information and strategies you need to:

• Create a benefit framework that encompasses functional, experiential, financial, and psychosocial benefits
• Present evidence and support to make promised benefits both credible and valuable
• Separate intrinsic from extrinsic attributes, and correctly capitalize on each
• Use customer decision maps to "ladder" from concrete product attributes to benefits to personal values
• Create and employ creative strategies that speak only to those values considered most essential
• Foster and nurture appropriate brand meanings that retain value in the marketplace­­and over time
• Overcome unintended and undesirable product associations in the minds of your customers

Strategic Marketing Management goes straight to the heart of marketing, providing a logical approach for targeting and positioning products that is easy to implement and proven successful in today's marketplace. A concise, focused guide written for executives and executives-in-training, it describes today's top tools for assessing market trends, making essential decisions to capitalize on those trends, and executing those decisions with authority and confidence.