Strategic Marketing Problems: Cases and Comments balances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what they’ve learned.
Foundations of Strategic Marketing Management; Financial Aspects of Marketing Management; Marketing Decision Making and Case Analysis; Opportunity Analysis and Market Targeting; Product and Service Strategy and Management; Integrated Marketing Communications Strategy and Management; Marketing Channel Strategy and Management; Pricing Strategy and Management; Marketing Strategy Reformulation: The Control Process; Global Marketing Strategy
MARKET: Relevant information and case studies for marketing executives and professionals.
Forty-three contemporary cases challenge readers to perform meaningful quantitative and qualitative analyses in the context of actual marketing management problems. Forty-two percent of the cases are dated since 1995. They deal with issues encountered by well-known companies such as Southwest Airlines, Procter & Gamble, and Pharmacia & Upjohn; issues in China, Japan, Central and South America, India, Canada, and Europe; services and not-for-profit marketing; contemporary industrial, high-technology, and business-to-business marketing settings; and ethics and responsibility. Annotation c. by Book News, Inc., Portland, Or.