Strategic Marketing Problems: Student Workbook with Excel Exercises: Cases and Comments

 
9780132386944: Strategic Marketing Problems: Student Workbook with Excel Exercises: Cases and Comments

"Strategic Marketing Problems: Cases and Comments "balances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what they've learned. Foundations of Strategic Marketing Management; Financial Aspects of Marketing Management; Marketing Decision Making and Case Analysis; Opportunity Analysis and Market Targeting; Product and Service Strategy and Management; Integrated Marketing Communications Strategy and Management; Marketing Channel Strategy and Management; Pricing Strategy and Management; Marketing Strategy Reformulation: The Control Process; Global Marketing Strategy MARKET Relevant information and case studies for marketing executives and professionals.

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Product Description:

For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.

This best-selling text 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 class-tested case studies provide an opportunity for those concepts and tools to be employed in practice.

From the Back Cover:

READ ABOUT

  • Nokia's successful Segmentation Approach and resulting cell phone offerings
  • eBay's alternative market-entry options in Latin America
  • Nintendo's launch of Game Boy Color
  • Gateway Inc.'s controversial multi-channel strategy

"About this title" may belong to another edition of this title.

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Roger A. Kerin
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Roger A. Kerin
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