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Strategic Marketing Problems By Robert Peterson

Strategic Marketing Problems
by Robert Peterson

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For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.

The premier marketing strategy and management casebook in the world.

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Strategic Marketing Problems Summary

Strategic Marketing Problems: Cases and Comments: United States Edition by Robert Peterson

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.

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Table of Contents




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 (R) 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 (R) Brand

Roger A. Kerin

Zoecon 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 (R) 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


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 (R) Patient Warming System

Roger A. Kerin, Michael Gilbertson, And William Rudelius

CHAPTER 9: Marketing Strategy Reformulation: The Control Process

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 (TM) 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

Additional information

Strategic Marketing Problems: Cases and Comments: United States Edition by Robert Peterson
Robert Peterson
Used - Very Good
Pearson Education (US)
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.