Strategic Marketing Management A Means-end Approach

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 success.