Strategic Marketing Management

DESCRIPTION

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. 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 createsustained 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 marketers 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. Table of Contents Preface and Acknowledgments Ch. 1 Means-End Theory and Strategic Marketing 1 Ch. 2 Identifying and Analyzing Customer Benefits 15 Ch. 3 Making Benefits Credible 41 Ch. 4 Kinds of Attributes 65 Ch. 5 Personal Values 101 Ch. 6 Customer Decision Maps 125 Ch. 7 The Evolution of Brand Meaning 147 Ch. 8 Prioritizing Means-End Elements 173 Ch. 9 Evaluating a Customer Decision Map: A Case Study 197 Ch. 10 External Influencers and Undesirable Product Associations: A Case Study 221 Suggested Readings 243 Endnotes 245 Index 269