Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson
Imprint
Upper Saddle River, N.J. : Prentice Hall, c1998
Edition
8th ed
Descript
xii, 723 p. : ill. (some col.), maps ; 28 cm
CONTENT
Foundations of strategic marketing management -- Financial aspects of marketing management -- Marketing decision making and case analysis -- Opportunity analysis and market targeting -- Marketing research -- Product and service strategy and 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