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Strategic Marketing Problems: Cases and Comments

Strategic Marketing Problems: Cases and Comments Cover

 

Synopses & Reviews

Publisher Comments:

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.

Synopsis:

Strategic Marketing Problems: Cases and Comments balances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what they’ve learned.

  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 Management; Integrated Marketing Communications Strategy and Management; Marketing Channel Strategy and Management; Pricing Strategy and Management; Marketing Strategy Reformulation:  The Control Process; Global Marketing Strategy

MARKET: Relevant information and case studies for marketing executives and professionals.

Table of Contents

Contents

 

Preface

 

CHAPTER 1:

Foundations of Strategic Marketing Management

Appendix: A Sample Marketing Plan

CHAPTER 2: Financial Aspects of Marketing Management

CHAPTER 3: Marketing Decision Making And Case Analysis

CHAPTER 4: Opportunity Analysis, Market Segmentation and Market Targeting

    Toucon Collections, Inc.

    Roger A. Kerin and Robert A. Peterson

 

    Zenith Pet Foods

    Roger A. Kerin

 

    Shoes for Moos, Inc.

    Kenneth G. Hardy and Herb MacKenzie

 

    Jones·Blair Company

    Roger A. Kerin

 

    Duncan Industries: Opportunities in

    the European Union

    Gordon H. G. McDougall

 

    Frito-Lay® Dips

    Roger A. Kerin and Jeanne Bertels

 

    South Delaware Coors, Inc.

    James E. Nelson and Eric J. Karson

 

CHAPTER 5: Product and Service Strategy And Brand Management

 

    Dr Pepper/Seven Up, Inc.: Squirt® Brand

    Roger A. Kerin

 

    Zoëcon Corporation: Insect Growth Regulators

    Roger A. Kerin and Larry Smith

 

    Skin-Tique Corporation

    Roger A. Kerin

 

    Peace Memorial Hospital: Downtown Health Clinic

    Roger A. Kerin

 

    Procter & Gamble, Inc.: Scope

    Gordon H. G. McDougall and Franklin Ramsoomair

 

    Qingdao Haier Ltd.: Considering the Maytag Acquisition

    Roger A. Kerin

 

    Frito Lay Company: Cracker Jack

    Roger A. Kerin

 

CHAPTER 6: Integrated Marketing Communication Strategy and Management

 

    Crestfield Furniture Industries, Inc. (A)

    Roger A. Kerin

 

    Crestfield Furniture Industries, Inc. (B)

    Roger A. Kerin

 

    Cadbury Beverages, Inc.: CRUSH® Brand

    Roger A. Kerin

 

    Amber Inn & Suites, Inc.

    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

 

 

CHAPTER 7: Marketing Channel Strategy And Management

 

    Hawaiian Punch

    Roger A. Kerin

 

    Glofish

    William H. Cunningham and John Silby Butler

 

    Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity

    Roger A. Kerin and Wayne Swisher

 

    Goodyear Tire and Rubber Company

    Roger A. Kerin

 

    Peak Garage Door, Inc.

    Roger A. Kerin

 

    Merton Industries: The Wholesale Distribution Decision

    Roger A. Kerin

 

 

CHAPTER 8: Pricing Strategy and Management

 

    EMI Group, PLC: CD Pricing in the Recorded Music Industry

    Roger A. Kerin

 

    Southwest Airlines

    Roger A. Kerin

 

    Superior Supermarkets: Everyday Low Pricing

    Roger A. Kerin

 

    Burroughs Wellcome Company: Retrovir

    Roger A. Kerin and Angela Bullard

 

    Virgin Mobile USA: Pricing for the Very First Time

    Gail McGovern

 

    Augustine Medical, Inc.: The Bair Hugger® Patient Warming System

    Roger A. Kerin, Michael Gilbertson, And William Rudelius

 

CHAPTER 9: Marketing Strategy Reformulation: The Control Process

 

    AssociationPower.com

    Robert A. Peterson

 

    Pharmacia & Upjohn Inc.: Rogaine Hair Regrowth Treatment

    Roger A. Kerin

 

    Marshant Museum of Art & History

    Roger A. Kerin

 

    Circle K Corporation

    Roger A. Kerin

 

 

CHAPTER 10: Comprehensive Marketing Programs

 

    Dexit —A Marketing Opportunity

    Sohail Lalani and Robin Richie

 

    Kingsford Charcoal

    Das Narayandas and Alison Berkley Wagonfeld

 

    Frito-Lay, Inc.: SunChips™ Multigrain Snacks

    Roger A. Kerin and Kenneth R. Lukaska

 

    Keurig At Home: Managing a New Product Launch

    Eric T. Anderson

 

    A.1. Steak Sauce: Lawry’s Defense

    Timothy Calkins

 

    CIMA Mountaineering, Inc.

    Lawrence M. Lamont

 

    Graneer Systems, Inc.: India Market Entry

    James E. Nelson

 

 

APPENDIX: Preparing a Written Case Analysis

 

    Republic National Bank of Dallas:

    NOW Accounts

 

    Student Analysis: Republic National

    Bank of Dallas: NOW Accounts

 

Glossary of Selected Marketing Terms and Concepts

Subject Index

Company and Brand Index

   

   

 

 

   

 

   

Product Details

ISBN:
9780131871526
Publisher:
Academic Internet Publishers
Subject:
Marketing - General
Author:
Peterson, Robert
Author:
Cram101 Textbook Reviews
Author:
Kerin, Roger
Author:
Kerin, Roger A.
Author:
Petersen, Robert A.
Subject:
Education-General
Copyright:
Edition Number:
11
Publication Date:
September 2006
Binding:
TRADE PAPER
Grade Level:
College/higher education:
Language:
English
Illustrations:
Y
Pages:
744
Dimensions:
10.92x8.70x1.34 in. 3.81 lbs.

Related Subjects

Business » Management

Strategic Marketing Problems: Cases and Comments
0 stars - 0 reviews
$ In Stock
Product details 744 pages Prentice Hall - English 9780131871526 Reviews:
"Synopsis" by , Strategic Marketing Problems: Cases and Comments balances the concepts and tools useful for solving marketing problems with numerous case studies that challenge readers to apply what they’ve learned.

  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 Management; Integrated Marketing Communications Strategy and Management; Marketing Channel Strategy and Management; Pricing Strategy and Management; Marketing Strategy Reformulation:  The Control Process; Global Marketing Strategy

MARKET: Relevant information and case studies for marketing executives and professionals.

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