Strategic marketing problems : cases and comments

Author(s)

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

Bibliographic Information

Strategic marketing problems : cases and comments

Roger A. Kerin, Robert A. Peterson

Prentice Hall, c1998

8th ed

Note

Includes bibliographical references and indexes

Description and Table of Contents

Description

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.

Table of Contents

• 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.

by "Nielsen BookData"

• NCID: BA35414320
• ISBN:
  • 0136328601
• LCCN: 97013899
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Upper Saddle River, N.J.
• Pages/Volumes: xii, 723 p.
• Size: 29 cm
• Classification:
  • LCC : HF5415.135
  • DC21 : 658.8/02
• Subject Headings:
  • LCSH : Marketing -- Decision making -- Case studies
  • LCSH : Marketing -- Management -- Case studies