Strategic marketing problems : cases and comments
著者
書誌事項
Strategic marketing problems : cases and comments
Prentice Hall, c1998
8th ed
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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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