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Strategic marketing problems : cases and comments / Roger A. Kerin, Robert A. Peterson

Main Author Kerin, Roger A. Coauthor Peterson, Robert A. Edition 9th ed Publication New Jersey : Prentice Hall, 2001 Description XIII, 729 p. ; 25 cm ISBN 0-13-027661-8 Abstract Índice: Chap. 1 - Foundations of strategic marketing management; Chpap. 2 - Financial aspects of marketing management; Chap. 3 - Marketing decision making and case analysis; Chap. 4 - Opportunity analysis and market targeting; Chap. 6 - Integrated marketing communication strategy and management; Chap. 7 - Marketing channel strategy and management; Chap. 8 - Pricing strategy and management; Chap. 9 - Interactive marketing and elctronic commerce; Chap. 10 - Marketing strategy reformulation: the control process; Chap. 11 - Comprehensive marketing programs
 Resumo: This book is dedicated to the development of decisionmaking skills in marketing. Topical name Comunicação
Liderança
Marketing estratégico CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca IADE-UE
658.8[E] KER Available IA1575
Book Biblioteca IPAM Porto
658.8 [E] KER 3245 Available 3245
Total holds: 0

Índice: Chap. 1 - Foundations of strategic marketing management; Chpap. 2 - Financial aspects of marketing management; Chap. 3 - Marketing decision making and case analysis; Chap. 4 - Opportunity analysis and market targeting; Chap. 6 - Integrated marketing communication strategy and management; Chap. 7 - Marketing channel strategy and management; Chap. 8 - Pricing strategy and management; Chap. 9 - Interactive marketing and elctronic commerce; Chap. 10 - Marketing strategy reformulation: the control process; Chap. 11 - Comprehensive marketing programs

Resumo: This book is dedicated to the development of decisionmaking skills in marketing.

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