STRATEGIC MARKETING MANAGEMENT PARRY M. Księgarnia

Strategic Marketing Management

Targedng 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 marketers from Procter & Gamble to Amazon.com to 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 marketplace and 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.

About the Author

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 Managing Sales for Business Growth and Profitable Sales Management and. Marketing for Growing Businesses.

274 pages

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