Strategic Marketing Problems: Cases and Comments FROM THE PUBLISHER
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 43 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.
FROM THE CRITICS
Booknews
Forty-three contemporary cases challenge readers to perform
meaningful quantitative and qualitative analyses in the context of
actual marketing management problems. Forty-two percent of the cases
are dated since 1995. They deal with issues encountered by
well-known companies such as Southwest Airlines, Procter & Gamble,
and Pharmacia & Upjohn; issues in China, Japan, Central and South
America, India, Canada, and Europe; services and not-for-profit
marketing; contemporary industrial, high-technology, and
business-to-business marketing settings; and ethics and
responsibility.
Annotation c. by Book News, Inc., Portland, Or.
Booknews
New edition of a text that introduces concepts and tools useful in structuring and solving marketing problems. Case studies describe actual marketing problems, thus providing an opportunity for the decision maker to develop strategies consistent with the underlying factors in the situation presented, as well as its implications for the organization and its environment. Kerin (Southern Methodist U.) and Peterson (U. of Texas) present 11 chapters that discuss foundations; financial aspects; decision making and case analysis; opportunity analysis and market targeting; strategies for product and service, integrated marketing communication and management, market channel, and pricing; interactive marketing and electronic commerce; the control process; and comprehensive programs. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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