95折
Strategic Marketing Problems: Cases and Comments
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ISBN13：9780131871526
出版社：新陸書局
作者：Roger Kerin; Robert Peterson
出版日：2007/06/01
裝訂／頁數：平裝／736頁
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Copyright: 2007
Format: Cloth; 736 pp
For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.
The premier marketing strategy and management casebook in the world
Roger Kerin, Southern Methodist University
Robert Peterson, University of Texas at Austin
Format: Cloth; 736 pp
For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.
The premier marketing strategy and management casebook in the world
Roger Kerin, Southern Methodist University
Robert Peterson, University of Texas at Austin
目次
PrefaceCHAPTER 1:Foundations of Strategic Marketing ManagementCHAPTER 2: Financial Aspects of Marketing ManagementCHAPTER 3: Marketing Decision Making And Case AnalysisCHAPTER 4: Opportunity Analysis, Market Segmentation and Market TargetingCHAPTER 5: Product and Service Strategy And Brand ManagementCHAPTER 6: Integrated Marketing Communication Strategy and ManagementCHAPTER 7: Marketing Channel Strategy And ManagementCHAPTER 8: Pricing Strategy and ManagementCHAPTER 9: Marketing Strategy Reformulation: The Control ProcessCHAPTER 10: Comprehensive Marketing ProgramsAPPENDIX: Preparing a Written Case Analysis
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