Mapping Markets for Strategic Purposes
With MM4XL Software

Mapping Markets for Strategic Purposes shows you how to apply Brand Mapping to draw very informative pictures of a competitive environment.

This book is for business decision-makers and analysts, who approach their jobs 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 a great help to marketers. The book is divided into three chapters: Chapter 1 provides an overview of mapping techniques for marketers; Chapter 2 shows how Brand Mapping works; and 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.
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