Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson.
By: Kerin, Roger A.
Contributor(s): Peterson, Robert A. (Robert Allen).
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: 658.802Item 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.