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    Strategic Marketing Problems Cases and Comments

    ISBN-10: 0131871528
    ISBN-13: 9780131871526
    Author(s): Roger A. Kerin, Robert A. Peterson
    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  More...
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    List Price: $204.00
    Edition: 11th
    Publisher: Prentice Hall PTR
    Binding: Hardcover
    Pages: 736
    Size: 8.75" wide x 11.25" long x 1.25" tall
    Weight: 4.180
    Language: English

    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 44 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.

    Preface
    Foundations of Strategic Marketing Management
    A Sample Marketing Plan
    Financial Aspects of Marketing Management
    Marketing Decision Making and Case Analysis
    Opportunity Analysis, Market Segmentation, and Market Targeting
    Toucon Collections, Inc.
    Zenith Pet Foods, Inc.
    Shoes for MOOs, Inc.
    Jones, Blair Company
    Duncan Industries: Market Opportunities in the European Union
    Frito-Lay's Dips
    South Delaware Coors, Inc.
    Product and Service Strategy and Brand Management
    Dr Pepper/Seven Up, Inc.: Squirt Brand
    Zoecon Corporation: Insect Growth Regulators
    Skin-Tique Corporation
    Peace Memorial Hospital: Downtown Health Clinic
    Procter & Gamble, Inc.: Scope
    Qingdao Haier Ltd.: Considering the Maytag Acquisition
    Frito-Lay Company: Cracker Jack
    Integrated Marketing Communication Strategy and Management
    Crestfield Furniture Industries, Inc. (A)
    Crestfield Furniture Industries Inc. (B)
    Cadbury Beverages, Inc.: Crush Brand
    Amber Inn & Suites, Inc.
    Drypers Corporation: National Television Advertising Campaign
    Craft Marine Corporation
    Godiva Europe
    Marketing Channel Strategy and Management
    Hawaiian Punch: Go-to-Market Strategy
    GloFish, LLC
    Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity
    Goodyear Tire and Rubber Company
    Peak Garage Door, Inc.
    Merton Industries: The Wholesale Distribution Decision
    Pricing Strategy and Management
    EMI Group, PLC: CD Pricing in the Recorded Music Industry
    Southwest Airlines
    Superior Supermarkets: Everyday Low Pricing
    Burroughs Wellcome Company: Retrovir
    Virgin Mobile USA: Pricing for the Very First Time
    Augustine Medical, Inc.: The Bair Hugger Patient Warming System
    Marketing Strategy Reformulation: The Control Process
    AssociationPower.Com
    Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment
    Marshant Museum of Art and History
    The Circle K Corporation
    Comprehensive Marketing Programs
    Dexit-A Marketing Opportunity
    Frito-Lay, Inc.: Sun Chips Multigrain Snacks
    Keurig at Home: Managing a New Product Launch
    A.1. Steak Sauce: Lawry's Defense
    Cima Mountaineering, Inc.
    Graneer Systems, Inc.: India Market Entry
    Kingsford Charcoal
    Preparing a Written Case Analysis
    Republic National Bank of Dallas: NOW Accounts
    Student Analysis: Republic National Bank of Dallas: NOW Accounts
    Glossary of Selected Marketing Terms and Concepts
    Subject Index
    Company and Brand Index

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