Strategic Marketing Problems: Cases And Comments

by Roger A. Kerin, Robert A. Peterson

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

Genres: Textbooks, Business

722 pages, Hardcover

First published January 1, 1978

Reviews

[Amir Jabbari · Rating 5 out of 5]

The book provides a new perspective to the common marketing problems and decisions. The inclusion of cases at the end of each chapter that covers a wide range of topics and industries is also very helpful.

[Ottotan · Rating 4 out of 5]

Base on the framework from the book, it will be very easy to understand the case and dig out more insights