Mapping Markets for Strategic Purposes with Marketing Manager for Excel MM4XL© Software

This book shows how to draw very informative pictures of a competitive environment applying Brand Mapping. This is a book for business decision-makers and analysts, who approach their job from a strategic perspective. It aims to foster the scientific approach to business management, and it presents a detailed view of Brand Mapping, an analysis technique that we have found to be of great help to marketers. The book divides into three chapters. Chapter 1 provides an overview of mapping techniques for marketers. Chapter 2 shows how Brand Mapping works. Chapter 3 presents a collection of Brand Mapping examples for marketers. The CD that accompanies this book contains the data used in the examples and a copy of MM4XL software licensed for unrestricted use for 90 days.