Strategic marketing problems : cases and comments

著者

書誌事項

Strategic marketing problems : cases and comments

Roger A. Kerin, Robert A. Peterson

Pearson Prentice Halll, c2007

11th ed.

大学図書館所蔵 件 / 全1件

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注記

"Pearson international edition"--on cover

Includes bibliographical references and indexes

内容説明・目次

内容説明

For courses in Marketing Strategy, Marketing Management, and Strategic Marketing. The premier marketing strategy and management casebook in the world.

目次

Contents Preface CHAPTER 1: Foundations of Strategic Marketing Management Appendix: A Sample Marketing Plan CHAPTER 2: Financial Aspects of Marketing Management CHAPTER 3: Marketing Decision Making And Case Analysis CHAPTER 4: Opportunity Analysis, Market Segmentation and Market Targeting Toucon Collections, Inc. Roger A. Kerin and Robert A. Peterson Zenith Pet Foods Roger A. Kerin Shoes for Moos, Inc. Kenneth G. Hardy and Herb MacKenzie Jones*Blair Company Roger A. Kerin Duncan Industries: Opportunities in the European Union Gordon H. G. McDougall Frito-Lay (R) Dips Roger A. Kerin and Jeanne Bertels South Delaware Coors, Inc. James E. Nelson and Eric J. Karson CHAPTER 5: Product and Service Strategy And Brand Management Dr Pepper/Seven Up, Inc.: Squirt (R) Brand Roger A. Kerin Zoecon Corporation: Insect Growth Regulators Roger A. Kerin and Larry Smith Skin-Tique Corporation Roger A. Kerin Peace Memorial Hospital: Downtown Health Clinic Roger A. Kerin Procter & Gamble, Inc.: Scope Gordon H. G. McDougall and Franklin Ramsoomair Qingdao Haier Ltd.: Considering the Maytag Acquisition Roger A. Kerin Frito Lay Company: Cracker Jack Roger A. Kerin CHAPTER 6: Integrated Marketing Communication Strategy and Management Crestfield Furniture Industries, Inc. (A) Roger A. Kerin Crestfield Furniture Industries, Inc. (B) Roger A. Kerin Cadbury Beverages, Inc.: CRUSH (R) Brand Roger A. Kerin Amber Inn & Suites, Inc. Roger A. Kerin Drypers Corporation: National Television Advertising Campaign Roger A. Kerin Craft Marine Corporation Roger A. Kerin and Robert A. Peterson Godiva Europe Jean-Jacques Lambin CHAPTER 7: Marketing Channel Strategy And Management Hawaiian Punch Roger A. Kerin Glofish William H. Cunningham and John Silby Butler Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity Roger A. Kerin and Wayne Swisher Goodyear Tire and Rubber Company Roger A. Kerin Peak Garage Door, Inc. Roger A. Kerin Merton Industries: The Wholesale Distribution Decision Roger A. Kerin CHAPTER 8: Pricing Strategy and Management EMI Group, PLC: CD Pricing in the Recorded Music Industry Roger A. Kerin Southwest Airlines Roger A. Kerin Superior Supermarkets: Everyday Low Pricing Roger A. Kerin Burroughs Wellcome Company: Retrovir Roger A. Kerin and Angela Bullard Virgin Mobile USA: Pricing for the Very First Time Gail McGovern Augustine Medical, Inc.: The Bair Hugger (R) Patient Warming System Roger A. Kerin, Michael Gilbertson, And William Rudelius CHAPTER 9: Marketing Strategy Reformulation: The Control Process AssociationPower.com Robert A. Peterson Pharmacia & Upjohn Inc.: Rogaine Hair Regrowth Treatment Roger A. Kerin Marshant Museum of Art & History Roger A. Kerin Circle K Corporation Roger A. Kerin CHAPTER 10: Comprehensive Marketing Programs Dexit -A Marketing Opportunity Sohail Lalani and Robin Richie Kingsford Charcoal Das Narayandas and Alison Berkley Wagonfeld Frito-Lay, Inc.: SunChips (TM) Multigrain Snacks Roger A. Kerin and Kenneth R. Lukaska Keurig At Home: Managing a New Product Launch Eric T. Anderson A.1. Steak Sauce: Lawry's Defense Timothy Calkins CIMA Mountaineering, Inc. Lawrence M. Lamont Graneer Systems, Inc.: India Market Entry James E. Nelson APPENDIX: Preparing a Written Case Analysis Republic National Bank of Dallas: NOW Accounts Student Analysis: Republic National Bank of Dallas: NOW Accounts Glossary of Selected Marketing Terms and Concepts Subject Index Company and Brand Index

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