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

Livre

Kerin, Roger A. (1947-....). Auteur | Peterson, Robert Allen (1944-....). Auteur

Edité par Prentice Hall. Upper Saddle River (N.J.) - 2010 - 12th ed.

Foundations of strategic marketing management. Financial aspects of marketing management. Marketing 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. Marketing channel strategy and management. Pricing strategy and management. Marketing strategy reformulation : the control process. Global marketing strategy.

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