Strategic marketing problems : cases and comments /
Roger A. Kerin, Robert A. Peterson.
- 13th ed., International ed.
- Boston, etc. : Pearson, c2013.
- xi, 729 p. ; ill. b&w ; 28 cm.
Includes index.
Ch. 1. Foundations of Strategic Marketing Management -- Ch. 2. Financial Aspects of Marketing Management -- Ch. 3. Marketing Decision Making and Case Analysis -- Ch. 4. Opportunity Analysis, Market Segmentation, and Market Targeting -- Ch. 5. Product and Service Strategy and Brand Management -- Ch. 6. Integrated Marketing Communication Strategy and Management -- Ch. 7. Marketing Channel and Supply Chain Strategy and Management -- Ch. 8. Pricing Strategy and Management -- Ch. 9. Marketing Strategy Reformulation: The Control Process -- Ch. 10. Global Marketing Strategy and Management.
For undergraduate and graduate marketing strategy courses.
A comprehensive, practice-driven approach to developing decision-making skills in marketing.
Decision-making in marketing is first and foremost, a skill. And since all skills are learned through practice, Strategic Marketing Problems: Cases and Comments balances the concepts and tools used for solving marketing problems with numerous case studies that challenge students to apply what they've learned.
The Perfect Balance of Theory and Cases. This text uses a unique and effective approach, balancing both theory and practice in order to help students develop decision-making skills. The cases in this text encourage students to address marketing issues from a decision-making standpoint. In every case study, the decision-maker must develop a strategy consistent with the underlying factors existing in the situation, considering how that strategy may affect the organization and its environment.
Global Marketing. This text includes topics such as the decision to go global, identifying global marketing opportunities, and entering and competing in foreign markets. It also places emphasis on crafting a global marketing strategy, including global market segmentation and targeting, standardized versus customized marketing-mix options, and global branding and positioning.
Student Manual for Extra Help on Specific Cases. The student manual is available for use with several cases in the text, providing students with additional information on how to approach these specific scenarios. This valuable resource includes a sample case demonstration, instructions for use, and input and output forms.