Strategic marketing problems
Subtitle: cases and comments
By: Roger A. Kerin, Robert A. Peterson.
Contributors: Peterson, Robert A. 1944-
Edition: 12th ed.
Publisher: Prentice Hall
Published: 2010
Place of publication: Boston
Language: eng
ISBN-13: 9780136107064
Subjects: Marketing -- Decision making -- Case studies; Marketing -- Management -- Case studies
Genres: Case studies
Notes: Includes bibliographical references and index.
Table of contents: title: Foundations of strategic marketing management; title: Financial aspects of marketing management; title: Marketing decision making and case analysis; title: Opportunity analysis, market segmentation, and market targeting; title: Product and service strategy and brand management; title: Integrated marketing communication strategy and management; title: Marketing channel strategy and management; title: Pricing strategy and management; title: Marketing strategy reformulation : the control process; title: Global marketing strategy.