CASES IN STRATEGIC MARKETING

A collection of 39 decision-focused real cases that can be analyzed from a functional perspective as well as from a corporate strategy level. The cases provide a variety of strategic marketing situations which cover the spectra of large and small, public and private, product and service, domestic an...

Full description

Saved in:
Bibliographic Details
Main Authors: Rosenthal, David W. (Author), Brown, Lew G. (Author)
Format: Book
Language:English
Published: Upper Saddle River, New Jersey Prentice Hall 2000
Subjects:
Online Access:Click Here to View Status and Holdings.
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:A collection of 39 decision-focused real cases that can be analyzed from a functional perspective as well as from a corporate strategy level. The cases provide a variety of strategic marketing situations which cover the spectra of large and small, public and private, product and service, domestic and international companies, and involve all functional areas--Target marketing and Segmentation; Buyer Behavior; Industry structure; Environmental analysis; The marketing mix; Customer service and satisfaction; Financial analysis; and International. Appendices cover case analysis and financial analysis. Categorizes cases according to: Segmentation and Buyer Behavior; Industry Structure and Competitive Analysis; International; Product; Price; Promotion; Supply Chain and Distribution; Ethics and Social Responsibility; Comprehensive Cases
Physical Description:xiii, 610 pages illustrations 26 cm
Bibliography:Includes bibliographical references
ISBN:0130863599
9780130863591