Strategic marketing problems : cases and comments

書誌事項

Strategic marketing problems : cases and comments

Roger A. Kerin, Robert A. Peterson

Prentice Hall, c1998

8th ed

大学図書館所蔵 件 / 9

この図書・雑誌をさがす

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.

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