Strategic marketing problems : cases and comments / Roger A. Kerin and Robert A. Peterson.
By: Kerin, Roger A
.
Contributor(s): Peterson, Robert A. (Robert Allen).
Material type: 
BookPublisher: Upper Saddle River, NJ : Pearson Education, 2009Description: xi, 708 p. : ill. ; 28 cm. + pbk.ISBN: 9780132465496; 0132465493.Subject(s): Marketing -- Decision making -- Case studies | Marketing -- Management -- Case studiesDDC classification: 658.8 | Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
| General lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00188023 | |
| General lending | MTU Bishopstown Library Lending | 658.8 (Browse shelf(Opens below)) | 1 | Available | 00188022 |
Enhanced descriptions from Syndetics:
For undergraduate and graduate marketing strategy courses. A comprehensive, practice-driven approach to developing decision-making skills in marketing. Decision-making in marketing is first and foremost, a skill. And since all skills are learned through practice, Strategic Marketing Problems: Cases and Comments balances the concepts and tools used for solving marketing problems with numerous case studies that challenge students to apply what they've learned. The twelfth edition of Strategic Marketing Problems: Cases and Comments includes new cases, updated material and a new chapter on Global Marketing.
Includes bibliographical references and indexes.
Foundations of strategic marketing management -- Financial aspects of marketing management -- Marketing 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 -- Marketing channel strategy and management -- Pricing strategy and management -- Marketing strategy reformulation: The control process -- Global marketing strategy.
CIT Module MRKT 7005 - Supplementary reading.