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Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson.

By: Kerin, Roger A.
Contributor(s): Peterson, Robert A. (Robert Allen), 1944-.
Publisher: Upper Saddle River, NJ : Pearson/Prentice Hall, c2007Edition: 11th ed.Description: x, 722 p. : ill. (some col.) ; 29 cm.ISBN: 0131871528 (hbk.).Subject(s): Marketing -- Decision making -- Case studies | Marketing -- Management -- Case studiesDDC classification: 658.802
Contents:
1. Foundations of strategic marketing management - 2. Financial aspects of marketing management - 3. Marketing decision making and case analysis - 4. Opportunity analysis, market segmentation, and market targeting - 5. Product and service strategy and brand management - 6. Integrated marketing communication strategy and management - 7. Marketing channel strategy and management - 8. Pricing strategy and management - 9. Marketing strategy reformulation: the control process - 10. Comprehensive marketing programs.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Graduate Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 4, BayNo 1

 658.802 KER (Browse shelf) 1 Available SHTEx,60001,03,CL 5000042635

Includes bibliographical references and indexes.

1. Foundations of strategic marketing management - 2. Financial aspects of marketing management - 3. Marketing decision making and case analysis - 4. Opportunity analysis, market segmentation, and market targeting - 5. Product and service strategy and brand management - 6. Integrated marketing communication strategy and management - 7. Marketing channel strategy and management - 8. Pricing strategy and management - 9. Marketing strategy reformulation: the control process - 10. Comprehensive marketing programs.