ouvrage
Kerin, R.A.., Roger kerin, .
(2007).
Strategic Marketing Problems: Cases and Comments.
(11ème éd.).
New : Pearson.
Strategic Marketing Problems: Cases and Comments
Roger A. Kerin (Auteur),
Roger Kerin (Auteur)
Mention d'édition : | 11ème éd. |
Editeur : | New Jersey : Pearson, 2007 |
Importance : | 722 p. |
ISBN/ISSN/EAN : | 978-0-13-233571-3 |
Langues: | Anglais |
Mots clés : | SEGMENTATION GESTION DU MARKETING MARKETING STRATEGIQUE CAS DECISION |
Note de contenu : | 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 43 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. |
Kerin, R.A.., Roger kerin, .
(2007).
Strategic Marketing Problems: Cases and Comments.
(11ème éd.).
New : Pearson.
Exemplaires (1)
Code-barres | Cote | Support | Localisation | Section | Disponibilité |
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00161000215814 | 121.67 KER | Ouvrage | XL Library La Rochelle | Marketing | Disponible |
Documents numériques (1)
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