Strategic marketing problems: cases and comments
This best-selling book 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 case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.
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advertising and promotion Airlines analysis annual appliance average boots bottlers brand name break-even budget buyers cash flow channel chili chips chocolate coffee company's competitive competitors consumer Corporation Cracker Jack customers dealers decision Dexit dips discount distribution dog food dollar sales Dr Pepper/Seven estimated example executives expenditures expenses firm fixed costs flavors Frito-Lay Frito-Lay's GloFish Godiva growth Haier Hawaiian Punch Hispanic household Howlin income increase Kerin Keurig major manufacturers margin market share marketing manager marketing mix marketing plan Maytag Maytag Corporation merchandising million minoxidil offering operating opportunity organization organization's package PepsiCo percent Plax positioning potential Procter & Gamble product line product or service purchase represented revenue Rogaine sales volume selling Shaving Gel snack soft drink sold Source Squirt strategy sumers Sun Chips supermarkets target market tion tire trade typically United users variable costs wholesalers