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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 Storage
HF5415.135 .K47 2004
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Details
Subject(s)
Marketing
—
Decision making
—
Case studies
[Browse]
Marketing
—
Management
—
Case studies
[Browse]
Related name
Peterson, Robert A. (Robert Allen), 1944-
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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.
Show 52 more Contents items
ISBN
0131421840
LCCN
2003044004
OCLC
51817272
Other standard number
R5-390097
RCP
C - S
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