Strategic Marketing Problems Cases and Comments

ISBN-10: 0131871528

ISBN-13: 9780131871526

Edition: 11th 2007 (Revised)

Authors: Roger A. Kerin, Robert A. Peterson

List price: $204.00
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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.
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Book details

List price: $204.00
Edition: 11th
Copyright year: 2007
Publisher: Prentice Hall PTR
Publication date: 9/20/2006
Binding: Hardcover
Pages: 736
Size: 8.75" wide x 11.25" long x 1.25" tall
Weight: 3.740
Language: English

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
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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