Strategic marketing problems : cases and comments / Roger A. Kerin and Robert A. Peterson
Imprint
Upper Saddle River, N.J. : Pearson/Prentice Hall, 2007
Edition
11th ed
Descript
x, 722 p
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 reformulations: the control process -- Comprehensive marketing programs