For undergraduate and graduate marketing strategy courses. A comprehensive, practice-driven approach to developing decision-making skills in marketing. Decision-making in marketing is first and foremost, a skill. And since all skills are learned through practice, Strategic Marketing Problems: Cases and Comments balances the concepts and tools used for solving marketing problems with numerous case studies that challenge students to apply what they've learned. This edition features a new chapter on chapter on marketing channel and supply chain strategy and management and ten new cases.
Chapter 1: Foundations of Strategic Marketing ManagementChapter 2: Financial Aspects of Marketing ManagementChapter 3: Marketing Decision Making and Case AnalysisChapter 4: Opportunity Analysis, Market Segmentation, and Market TargetingChapter 5: Product and Service Strategy and Brand ManagementChapter 6: Integrated Marketing Communication Strategy and ManagementChapter 7: Marketing Channel and Supply Chain Strategy and ManagementChapter 8: Pricing Strategy and ManagementChapter 9: Marketing Strategy Reformulation: The Control ProcessChapter 10: Global Marketing Strategy and Management
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