Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson.

Format:

Book

Author/Creator:

Kerin, Roger A.

Contributor:

Peterson, Robert A. (Robert Allen), 1944-

Language:

English

Subjects (All):

Marketing--Decision making--Case studies.

Marketing.

Marketing--Decision making.

Marketing--Management--Case studies.

Marketing--Management.

Genre:

Case studies.

Physical Description:

xiii, 729 pages : illustrations ; 29 cm

Edition:

Ninth edition.

Place of Publication:

Upper Saddle River, N.J. : Prentice Hall, [2001]

Contents:

Ch. 1. Foundations of Strategic Marketing Management

App. Sample Marketing Plan

Ch. 2. Financial Aspects of Marketing Management

Ch. 3. Marketing Decision Making and Case Analysis

Ch. 4. Opportunity Analysis and Market Targeting

Quetzal Collections, Inc / Roger A. Kerin and Robert A. Peterson

Jones Blair Company / Roger A. Kerin

Tyler Pet Foods, Inc / Roger A. Kerin

Curtis Automotive Hoist: Market Opportunities in the European Union / Gordon H.G. McDougall

Frito-Lay's Dips / Roger A. Kerin and Jeanne Bertels

South Delaware Coors, Inc / James E. Nelson and Eric J. Karson

Ch. 5. Product and Service Strategy and Brand Management

Zoecon Corporation: Insect Growth Regulators / Roger A. Kerin and Larry Smith

Ms-Tique Corporation / Roger A. Kerin

Manor Memorial Hospital: Downtown Health Clinic / Roger A. Kerin

Procter & Gamble, Inc.: Scope / Gordon H.G. McDougall and Franklin Ramsoomair

Frito-Lay Company: Cracker Jack / Roger A. Kerin

Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity / Roger A. Kerin and Wayne Swisher

Ch. 6. Integrated Marketing Communication Strategy and Management

Throckmorten Furniture, Inc. (A) / Roger A. Kerin

Throckmorten Furniture, Inc. (B) / Roger A. Kerin

Cadbury Beverages, Inc.: Crush Brand / Roger A. Kerin

Drypers Corporation: National Television Advertising Campaign / Roger A. Kerin

Price Waterhouse / Roger A. Kerin, Angela Bullard and Lawrence Cervetti

Godiva Europe / Jean-Jacques Lumbin

Ch. 7. Marketing Channel Strategy and Management

Dell Computer Corporation: The Higher Education Market / Robert A. Peterson

Amway Japan Limited / Yoshinori Fujikawa, Patrick Reinmoeller and David J. Arnold / [and others]

Goodyear Tire and Rubber Company / Roger A. Kerin

Hendison Electronics Corporation / Roger A. Kerin

Chesterton Carpet Mills, Inc / Roger A. Kerin

Ch. 8. Pricing Strategy and Management

Southwest Airlines / Roger A. Kerin.

Notes:

Includes bibliographical references and indexes.

Other Format:

Online version: Kerin, Roger A. Strategic marketing problems.

ISBN:

0130276618

9780130276612

OCLC:

45019491