Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson.

By:

Kerin, Roger A

Contributor(s):

Peterson, Robert A. (Robert Allen), 1944-

Publisher: Boston : Allyn and Bacon, c1990Edition: Fifth editionDescription: xiii, 732 pages : illustrations ; 25 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0205121292 [hardbound]

Subject(s):

DDC classification:

658.802 K45 1990

Contents:

Chapter one Foundations of strategic marketing management -- Chapter two Financial aspects of marketing management -- Chapter three Marketing decision making and case analysis -- Chapter four Opportunity analysis and market targeting -- Chapter five Marketing research -- Chapter six Product and service strategy and management -- Chapter seven Marketing communication strategy and management -- Chapter eight Marketing channel strategy and management -- Chapter nine Pricing strategy and management -- Chapter ten Marketing strategy reformulation: the control process -- Chapter eleven Comprehensive marketing programs

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Reference	Graduate School Library Annex	658.802 K45 1990 (Browse shelf(Opens below))	Available		UC12-000004821

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Includes bibliographies.

English

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