Strategic marketing problems : cases and comments

Bibliographic Information

Strategic marketing problems : cases and comments

Roger A. Kerin, Robert A. Peterson

Pearson, c2013

13th ed

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Includes indexes

Description and Table of Contents

Description

Strategic Marketing Problems: Cases and Comments balances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what they've learned.

Table of Contents

Chapter 1: Foundations of Strategic Marketing Management Chapter 2: Financial Aspects of Marketing Management Chapter 3: Marketing Decision Making and Case Analysis Chapter 4: Opportunity Analysis, Market Segmentation, and Market Targeting Chapter 5: Product and Service Strategy and Brand Management Chapter 6: Integrated Marketing Communication Strategy and Management Chapter 7: Marketing Channel and Supply Chain Strategy and Management Chapter 8: Pricing Strategy and Management Chapter 9: Marketing Strategy Reformulation: The Control Process Chapter 10: Global Marketing Strategy and Management

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