Product Description
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.
Average Customer Review:
0 of 0 people found the following review helpful:
Great Marketing course text and case studies, 2008-07-08
I am taking an MBa- Marketing course. This text has great case studies and material. Thanks.
0 of 0 people found the following review helpful:
Great., 2008-05-27
This is a good beginners & advanced book. Takes you step by step from the beginning of marketing case write ups to more in depth cases and write ups. This book is great used for two semesters that build on each other.
0 of 0 people found the following review helpful:
Chapter two is most valuable!, 2007-03-22
Chapter two has a really good, in depth, review of basic marketing math.
0 of 0 people found the following review helpful:
Shippment, 2005-07-08
Book was in perfect condition with the exception of some small damage that occurred during shipping. The company packaged it well, I think the postoffice just used metal straps during shipping which damaged the book a little. But the company shipped it out immediately which is appreciated!
6 of 9 people found the following review helpful:
Strategic Marketing Problems... Not Solutions, 2003-08-17
I was disappointed. The book does contain some interesting thoughts, but 90% of the content is a description of companies facing marketing problems (case studies with a lot of facts). The author doesn't offer the solutions and best practises that would help solve these problems. While reading this book, i felt i was eating a burger without meat. Something is missing...This is a good book for teachers who want case studies for their students to work on. It's a classroom book. It's not a good book if you want want to read marketing theory and best practises (if you're already in the management world).