Strategic Marketing Management

Author: Mark E. Perry
Publisher:
Publish Date: 2003-06-01
Features: Why does mentioning Coca-Cola make many people start humming "Always Coca-Cola"? Why does talking about shampoo bring to mind "Head & Shoulders" for dandruff relief and "Rejoice" for smooth hair? The answer is simple: they utilize the marketing theory of "brand positioning." There are countless brands in the world, but only a few truly occupy a place in consumers' minds. Things often turn out this way: secondary products may excel in the market due to outstanding marketing strategies, leveraging their strengths to create vast markets and deeply ingrained recognition. Conversely, top-tier products may miss market opportunities due to poor marketing strategies. This book teaches a comprehensive set of marketing theories, with the author directly addressing the core of marketing, focusing on the two key factors of "targeting the market" and "brand positioning."