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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.
The twelfth edition of Strategic Marketing Problems: Cases and Comments includes new cases, updated material and a new chapter on Global Marketing.
Features
The Perfect Balance of Theory and Cases.
This text uses a unique and effective approach, balancing both theory and practice in order to help students develop decision-making skills. The 43 cases in this text encourage students to address marketing issues from a decision-making standpoint. In every case study, the decision-maker must develop a strategy consistent with the underlying factors existing in the situation, considering how that strategy may affect the organization and its environment.
43 Cases, Including 10 New and 7 Revised!
New Chapter on Global Marketing.
By including a new chapter on Global Marketing, this text now includes topics such as the decision to go global, identifying global marketing opportunities, and entering and competing in foreign markets. This chapter also places emphasis on crafting a global marketing strategy, including global market segmentation and targeting, standardized versus customized marketing-mix options, and global branding and positioning.
Student Manual for Extra Help on Specific Cases.
The student manual is available for use with 20 cases in the text, providing students with additional information on how to approach these specific scenarios. This valuable resource includes a sample case demonstration, instructions for use, and input and output forms.
New to this Edition
43 Cases, Including 10 New and 7 Revised!
New Chapter on Global Marketing.
By including a new chapter on Global Marketing, this text now includes topics such as the decision to go global, identifying global marketing opportunities, and entering and competing in foreign markets. This chapter also places emphasis on crafting a global marketing strategy, including global market segmentation and targeting, standardized versus customized marketing-mix options, and global branding and positioning.
Recenzie a kritiky
Rok vydania:
2009ISBN:
9780132465496Rozmer:
217×275 mmPočet strán:
744Väzba:
brožovanáJazyk: angličtina
