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

Author
Kerin, Roger A. [Browse]
Format
Book
Language
English
Εdition
10th ed.
Published/​Created
Upper Saddle River, NJ : Pearson/Prentice Hall, [2004], ©2004.
Description
viii, 696 pages : illustrations (some color) ; 29 cm

Availability

Copies in the Library

Location Call Number Status Location Service Notes
ReCAP - Remote StorageHF5415.135 .K47 2004 Browse related items Request

    Details

    Subject(s)
    Bibliographic references
    Includes bibliographical references and indexes.
    Contents
    • Ch. 1. Foundations of Strategic Marketing Management
    • Ch. 2. Financial Aspects of Marketing Management
    • Ch. 3. Marketing Decision Making and Case Analysis
    • Ch. 4. Opportunity Analysis, Market Segmentation and Market Targeting
    • Sorzal Distributors / Roger A. Kerin and Robert A. Peterson
    • Jones: Blair Company / Roger A. Kerin
    • eBay's Globalization Strategy / Janet Fieldstein, Antonio Davila and George Foster
    • Camar Automotive Hoist / Gordon H. G. McDougall
    • Vector Marketing Corporation: Growth Drivers / Robert A. Peterson
    • Frito-Lay Dips / Roger A. Kerin and Jeanne Bertels
    • South Delaware Coors, Inc. / James E. Nelson and Eric J. Karson
    • Ch. 5. Product and Service Strategy and Brand Management
    • Dr. Pepper/Seven Up, Inc.: Squirt Brand / Roger A. Kerin
    • Zoecon Corporation: Insect Growth Regulators / Roger A. Kerin and Larry Smith
    • Soft and Silky Shaving Gel / Roger A. Kerin
    • Perpetual Care Hospital: Downtown Health Clinic / Roger A. Kerin
    • Procter & Gamble, Inc.: Scope / Gordon H. G. McDougall and Franklin Ramsoomair
    • Frito Lay Company: Cracker Jack / Roger A. Kerin
    • Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity / Roger A. Kerin and Wayne Swisher
    • Ch. 6. Integrated Marketing Communication Strategy and Management
    • Carrington Furniture, Inc. (A) / Roger A. Kerin
    • Carrington Furniture, Inc. (B) / Roger A. Kerin
    • Cadbury Beverages, Inc.: CRUSH Brand / Roger A. Kerin
    • Drypers Corporation: National Television Advertising Campaign / Roger A. Kerin
    • Craft Marine Corporation / Roger A. Kerin and Robert A. Peterson
    • Godiva Europe / Jean-Jacques Lambin
    • Make-Up Art Cosmetics Ltd. / Vic Casale and John S. Hulland
    • Ch. 7. Marketing Channel Strategy and Management
    • Gateway, Inc. / Roger A. Kerin
    • Golf Logix: Measuring the Game of Golf / John T. Gourville and Jerry N. Conover
    • Goodyear Tire and Rubber Company / Roger A. Kerin
    • Steel Door Technologies / Roger A. Kerin
    • Masterton Carpet Mills, Inc. / Roger A. Kerin
    • Ch. 8. Pricing Strategy and Management
    • Southwest Airlines / Roger A. Kerin
    • Superior Supermarkets: Everyday Low Pricing / Roger A. Kerin
    • Burroughs Wellcome Company: Retrovir / Roger A. Kerin and Angela Bullard
    • Leiber Light / Charles B. Weinberg
    • Augustine Medical, Inc.: The Bair Hugger Patient Warming System / Roger A. Kerin, Michael Gilbertson and William Rudelius
    • Texas Instruments: Global Pricing in the Semiconductor Industry / Per V. Jenster, B. Jaworski and Michael Stanford
    • Ch. 9. Marketing Strategy Reformulation: The Control Process
    • Affiniscape, Inc. / Robert A. Peterson
    • Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment / Roger A. Kerin
    • The Circle K Corporation / Roger A. Kerin
    • 3M Telecom Systems Division: Fibrlok Splice / Robert A. Peterson
    • Macon Museum of Art / Roger A. Kerin
    • Ch. 10. Comprehensive Marketing Programs
    • Nintendo: The Launch of Game Boy Color / Robert Fisher and Adrian Ryans
    • Show Circuit Frozen Dog Dinner / Roger A. Kerin
    • Unilever Canada: Becel Margarine / Phil Connell and Peggy Cunningham
    • Frito-Lay, Inc.: SunChips Multigrain Snacks / Roger A. Kerin and Kenneth R. Lukaska
    • CIMA Mountaineering, Inc. / Lawrence M. Lamont
    • Blair Water Purifiers India / James E. Nelson
    • App. Preparing a Written Case Analysis
    • App. Glossary of Selected Marketing Terms and Concepts.
    ISBN
    0131421840
    LCCN
    2003044004
    OCLC
    51817272
    Other standard number
    • R5-390097
    RCP
    C - S
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