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 錄
Preface
CHAPTER 1:Foundations of Strategic Marketing Management
CHAPTER 2: Financial Aspects of Marketing Management
CHAPTER 3: Marketing Decision Making And Case Analysis
CHAPTER 4: Opportunity Analysis, Market Segmentation and Market Targeting
CHAPTER 5: Product and Service Strategy And Brand Management
CHAPTER 6: Integrated Marketing Communication Strategy and Management
CHAPTER 7: Marketing Channel Strategy And Management
CHAPTER 8: Pricing Strategy and Management
CHAPTER 9: Marketing Strategy Reformulation: The Control Process
CHAPTER 10: Comprehensive Marketing Programs
APPENDIX: Preparing a Written Case Analysis
