Strategic marketing problems : cases and comments

By: Kerin, Roger AContributor(s): Peterson, Robert AMaterial type: TextTextPublication details: Upper Saddle River, New Jersey : Pearson/Prentice Hall, ©2007Edition: 11th EditionDescription: x, 722 p.: illustrationsISBN: 9780131871526; 0131871528Subject(s): Marketing -- Decision making -- Case studies | Marketing -- Management -- Case studies | Marketing -- Decision making | Marketing -- Management | Marketing | Strategisches ManagementDDC classification: 658.8
Contents:
Preface -- Foundations of strategic marketing management -- Financial aspects of marketing management -- Marketing decision making and case analysis -- Opportunity analysis, marketing segmentation, and marketing targeting -- Product and service strategy and brand management -- Integrated marketing communication strategy and management -- Marketing channel strategy and management -- Pricing strategy and management -- Marketing strategy reformulation: the control process -- Comprehensive marketing programs -- Appendix.
Summary: For courses in Marketing Strategy, Marketing Management, and Strategic Marketing. The premier marketing strategy and management casebook in the world.
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Holdings
Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 KER (Browse shelf(Opens below)) Available 010636
Total holds: 0

Including Glossary & Index

Preface --
Foundations of strategic marketing management --
Financial aspects of marketing management --
Marketing decision making and case analysis --
Opportunity analysis, marketing segmentation, and marketing targeting --
Product and service strategy and brand management --
Integrated marketing communication strategy and management --
Marketing channel strategy and management --
Pricing strategy and management --
Marketing strategy reformulation: the control process --
Comprehensive marketing programs --
Appendix.

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

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