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STRATEGIC MARKETING PROBLEMS : CASES AND COMMENTS

PETERSON, ROBERT A. (ROBERT ALLEN), 1944- , KERIN, ROGER A.

2001

BOOK
Category

STRATEGIC MARKETING

Abstract 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)

ISBN 0130276618
Author(s) PETERSON, ROBERT A. (ROBERT ALLEN), 1944- , KERIN, ROGER A.
Credits
Edition 9TH ED.
Year 2001
Publisher PRENTICE HALL
Type BOOK
Keywords STRATEGIC MARKETING
Language English
Collation 729 P., 30CM

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol I 6 No A 01/01/1970