Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson.
Material type:
TextPublication details: Upper Saddle River, N.J. : Prentice Hall, c1998.Edition: 8th edDescription: xii, 723 p. : ill. (some col.), maps ; 28 cmISBN: - 0136328601
- HF5415.135 .K47 1998
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Methodist University Library Main General Stacks | Reference | HF5415.135 .K47 1998 (Browse shelf(Opens below)) | Available | 12368 |
Chapter 1 Foundations of strategic Marketing Management 1
Chapter 2 Financial Aspects of Marketing management 33
Chapter 3 Marketing decision making and case analysis 49
chapter 4 opportunity analysis and market targeting 59
Chapter 5 Marketing Research 159
Chapter 6 Product and service strategy and management 203
Chapter 7 Integrated marketing communication, strategy and management 297
Chapter 8 marketing channel strategy and management 383
Chapter 9 Pricing strategy and management 453
Chapter 10 Marketing strategy reformation: the control process 583
Chapter 11 Comprehensive marketing programs 581
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