Strategic Marketing Problems
Cases and Comments: United States Edition
10th Edition
Published on 28. August 2003
Book
Hardback
704 pages
978-0-13-142184-4 (ISBN)
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.
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.
More details
Edition
10th edition
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Weight
1670 gr
ISBN-13
978-0-13-142184-4 (9780131421844)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
10/2006
11th Edition
Pearson
€108.93
Article exhausted; check for reprint
Content
1. Foundations of Strategic Marketing Management.
Appendix A: A Sample Marketing Plan.
2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis, Market Segmentation, and Market Targeting.
Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay (R) Dips. South Delaware Coors, Inc.
5. Product and Service Strategy and Brand Management.
Dr. Pepper/Seven Up, Inc.: Squirt (R) Brand. Zoecon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.
6. Integrated Marketing Communication Strategy and Management.
Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush (R) Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.
7. Marketing Channel Strategy and Management.
Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.
8. Pricing Strategy and Management.
Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger (R) Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.
9. Marketing Strategy Reformulation: The Control Process.
Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok (TM) Splice. Macon Museum of Art.
10. Comprehensive Marketing Programs.
Nintendo-The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips (TM) Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.
Appendix: Preparing a Written Case Analysis.
Appendix A: A Sample Marketing Plan.
2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis, Market Segmentation, and Market Targeting.
Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay (R) Dips. South Delaware Coors, Inc.
5. Product and Service Strategy and Brand Management.
Dr. Pepper/Seven Up, Inc.: Squirt (R) Brand. Zoecon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.
6. Integrated Marketing Communication Strategy and Management.
Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush (R) Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.
7. Marketing Channel Strategy and Management.
Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.
8. Pricing Strategy and Management.
Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger (R) Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.
9. Marketing Strategy Reformulation: The Control Process.
Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok (TM) Splice. Macon Museum of Art.
10. Comprehensive Marketing Programs.
Nintendo-The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips (TM) Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.
Appendix: Preparing a Written Case Analysis.