Normal view MARC view

Strategic marketing management: a means-end approach

Author: Parry, Mark E. Series: McGraw-Hill Executive MBA Publisher: McGraw-Hill, 2002.Language: EnglishDescription: 275 p. : Graphs/Ill. ; 23 cm.ISBN: 0071450939Type of document: BookBibliography/Index: Includes bibliographical references and index
Tags: No tags from this library for this title. Log in to add tags.
Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.135 .P37 2002
(Browse shelf)
900097381
Available 900097381
Total holds: 0

Includes bibliographical references and index

Digitized

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

There are no comments for this item.

Log in to your account to post a comment.
Koha 18.11 - INSEAD Catalogue
Home | Contact Us | What's Koha?