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
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
|
Asia Campus Main Collection |
HF5415.135 .P37 2002
(Browse shelf) 900097381 |
Available | 900097381 |
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
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