CASES IN STRATEGIC MARKETING

• Main Authors: Rosenthal, David W. (Author), Brown, Lew G. (Author)
• Format: Book
• Language: English
• Published: Upper Saddle River, New Jersey Prentice Hall 2000
• Subjects: Marketing > Case studies > Decision making; Marketing > Case studies > Management
• Online Access: Click Here to View Status and Holdings.

 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