Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson
Imprint
Upper Saddle River, NJ : Pearson/Prentice Hall, c2004
Edition
10th ed
Descript
viii, 696 p. : ill. (some col.) ; 29 cm
CONTENT
Foundations of strategic marketing management -- Financial aspects of marketing management -- Marketing decision making and case analysis -- Opportunity analysis, market segmentation and market 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 program -- Preparing a written case analysis