Positioning a brand and managing a brand posistion over time is central to the success of an organization. In this guide the author Mark E. Parry describes the key principles that should guide practicing managers as they define the meaning of new brands and mange those brands over time.
After laying the foundation with a concise overview of the marketing function, Parry provides a time-sequenced, step-by-step approach to developing and posistioning corporate and product brands for maximum effectiveness and long-term. Strategic Marketing Management Cases is a versatile collection of approximately 45 cases.
This casebook has a decision-making focus and addresses the challenges facing marketing managers today. It is organized to reflect the priorities of a marketing manager: market orientation, growth strategies and target market strategies. Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process.
Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market. This book is a unique collection of comprehensive cases that explore concepts and issues surrounding strategic marketing.
Chapters explain what strategic marketing is, and then discuss strategic segmentation, competitive positioning, and strategies for growth, corporate branding, internal brand management, and corporate reputation management. With case studies from a broad range of global contexts and industries, including Burger King, FedEx, and Twitter, readers will gain a working knowledge of developing and applying market-driven strategy. Through case analysis, students will learn to:. Uploaded by station Internet Archive's 25th Anniversary Logo.
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