Strategic Marketing Problems: Cases and Comments, 10th Edition
Editorial Reviews
Book Description
This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 43 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; 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; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.
Book Info
Highly interactive text dealing with marketing problems using software and also containing a chapter on e-commerce. Helps the reader improve sensemaking ability in digital arenas, think holistically and dynamically about complex systems, and discover strategy formulation practices. Previous edition: c1998. DLC: Marketing-Decision making--case studies.
--This text refers to an out of print or unavailable edition of this title.
Strategic Marketing Problems: Cases and Comments, 10th Edition
Strategic Marketing Problems: Cases and Comments, 10th Edition,Roger Kerin,Robert Peterson,Prentice Hall,0131421840,Business & Economics,Business / Economics / Finance,Business/Economics,Case studies,Customer Service,Decision making,Management,Marketing,Marketing - General,Marketing Management,Business & Economics / Customer Service
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