Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson
Imprint
Upper Saddle River, N.J. : Prentice Hall, 2001
Edition
9th ed
Descript
xiii, 729 p, : ill. ; 28 cm
CONTENT
Foundations of strategic marketing management -- Financial aspects of marketing management -- Marketing decision making and case analysis -- Opportunity analysis and market targeting -- Product and service strategy and brand management -- Integrated marketing communication stragegy and management -- Marketing channel strategy and management -- Pricing strategy and management -- Interactive marketing and electronic commerce -- Marketing strategy reformulation: the control process -- Comprehensive marketing programs