Strategic Marketing Problems : Cases and Comments,9780136107064

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Strategic Marketing Problems : Cases and Comments

by Kerin, Roger; Peterson, Robert

Edition:

12th

ISBN13:

9780136107064

ISBN10:

0136107060

Format:

Hardcover

Pub. Date:

8/4/2009

Publisher(s):

Prentice Hall

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This is the 12th edition with a publication date of 8/4/2009.

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Customer Reviews

very helpful March 14, 2011
by Kelly

This text book is a good beginners & advanced book. Takes you step by step from the beginning of marketing case write ups to more in depth cases and write ups. It is useful for solving marketing problems with numerous case studies.The textbook gives u a basic summary of marketing as a course.

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Strategic Marketing Problems : Cases and Comments: 4 out of 5 stars based on 1 user reviews.

Summary

Strategic Marketing Problems: Cases and Commentsbalances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what theyrs"ve learned. 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 Management; Integrated Marketing Communications Strategy and Management; Marketing Channel Strategy and Management; Pricing Strategy and Management; Marketing Strategy Reformulation: The Control Process; Global Marketing Strategy MARKET: Relevant information and case studies for marketing executives and professionals.

Chapter 1: Foundations of Strategic Marketing Management
Chapter 2: Financial Aspects of Marketing Management
Chapter 3: Marketing Decision Making and Case Analysis
Chapter 4: Opportunity Analysis and Market Targeting
Chapter 5: Product and Service Strategy and Management
Chapter 6: Integrated Marketing Communications Strategy and Management
Chapter 7: Marketing Channel Strategy and Management
Chapter 8: Pricing Strategy and Management
Chapter 9: Marketing Strategy Reformulation: The Control Process
Chapter 10: Global Marketing Strategy

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