Strategic marketing problems : cases and comments

著者

• Kerin, Roger A.
• Peterson, Robert A.

書誌事項

Strategic marketing problems : cases and comments

Roger A. Kerin, Robert A. Peterson

Prentice Hall, c1998

8th ed

注記

Includes bibliographical references and indexes

内容説明・目次

内容説明

Market Leader. Casebook for advanced marketing course. Excellent mix of cases by industry; students learn by "active" participation. Includes a new video package, a New section on International and a new section on building a marketing plan. Cases reflect a broad overview of marketing and applications.

目次

• Foundations of strategic marketing management
• appendix A - a sample marketing plan
• financial aspects of marketing management
• marketing decision-making and case analysis
• opportunity analysis and market targeting
• marketing research
• product and service strategy and management
• integrated marketing communications strategy and management
• marketing channel strategy and management
• pricing strategy and management
• market strategy reformulation - the control process
• comprehensive marketing programmes
• appendix B - preparing a written case analysis.

「Nielsen BookData」 より

• NII書誌ID(NCID): BA35414320
• ISBN:
  • 0136328601
• LCCN: 97013899
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Upper Saddle River, N.J.
• ページ数/冊数: xii, 723 p.
• 大きさ: 29 cm
• 分類:
  • LCC : HF5415.135
  • DC21 : 658.8/02
• 件名:
  • LCSH : Marketing -- Decision making -- Case studies
  • LCSH : Marketing -- Management -- Case studies