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

By: Contributor(s): Material type: TextTextPublication details: Upper Saddle River, NJ : Prentice Hall, 2001.Edition: 9th edDescription: xiii,729 p. : ill. ; 29 cm. ; casedISBN:
  • 0130276618
  • 9780130276612
Subject(s): DDC classification:
  • 658.802
Partial contents:
Foundations of strategic marketing management -- Financial aspects of marketing management -- Marketing decision making and case analysis -- Opportunity analysis 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 -- Interactive marketing and electronic commerce -- Marketing strategy reformulation: the control process -- Comprehensive marketing programs.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.802 (Browse shelf(Opens below)) 1 Available 72918
General Lending Wexford Campus Library Store - Ask Library Staff 658.802 (Browse shelf(Opens below)) 1 Available 48016
General Lending Wexford Campus Library Wexford General Lending 658.802 (Browse shelf(Opens below)) 1 Available 43386

Includes bibliographical references and indexes.

Foundations of strategic marketing management -- Financial aspects of marketing management -- Marketing decision making and case analysis -- Opportunity analysis 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 -- Interactive marketing and electronic commerce -- Marketing strategy reformulation: the control process -- Comprehensive marketing programs.

Previous ed.: London: Prentice Hall International, 1998.

125.00

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