Strategic marketing problems : cases and comments
著者
書誌事項
Strategic marketing problems : cases and comments
Prentice Hall, c1995
7th ed
- : pbk
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注記
Includes indexes
内容説明・目次
内容説明
Designed to help students develop decision-making skills in marketing, this text introduces both the concepts and tools useful in structuring and solving marketing problems. An instructor's manual is also available (0-13-181942-9).
目次
- Foundations of strategic marketing management
- financial aspects of marketing management
- marketing decision-making and case analysis
- opportunity analysis and market targetting
- marketing research
- product and service strategy and management
- marketing communications strategy and management
- marketing channel strategy and management
- pricing strategy and management
- marketing strategy reformulation - the control process
- comprehensive marketing programmes.
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