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...
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Main Authors: | , |
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Format: | Book |
Language: | English |
Published: |
Upper Saddle River, New Jersey
Prentice Hall
2000
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Subjects: | |
Online Access: | Click Here to View Status and Holdings. |
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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 |
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Physical Description: | xiii, 610 pages illustrations 26 cm |
Bibliography: | Includes bibliographical references |
ISBN: | 0130863599 9780130863591 |