From Book News, Inc.
Forty-five contemporary marketing cases, focusing on major decisions faced by marketing executives, present a diverse set of issues in a variety of industries. Sixty percent of the cases are new, revised, or updated for this edition (sixth edition was 1993). This annotated instructor's edition provides information on case introductions, computational work, supplementary data, teaching suggestions, as well as notations which link specific topics or cases to corresponding sections in the Instructor's Manual. Annotation copyright Book News, Inc. Portland, Or.


Book 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 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. For marketing executives and professionals.


Book Info
Highly interactive text dealing with marketing problems using software and also containing a chapter on e-commerce. Helps the reader improve sensemaking ability in digital arenas, think holistically and dynamically about complex systems, and discover strategy formulation practices. Previous edition: c1998. DLC: Marketing-Decision making--case studies.


The publisher, Prentice Hall Business Publishing
Designed to help students develop decision-making skills in marketing, textual material introduces both concepts and tools useful in structuring and solving marketing problems while case studies provide an opportunity for those concepts and tools to be employed in practice.

FROM THE PUBLISHER

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. For marketing executives and professionals.

FROM THE CRITICS

Booknews

Forty-three contemporary cases challenge readers to perform meaningful quantitative and qualitative analyses in the context of actual marketing management problems. Forty-two percent of the cases are dated since 1995. They deal with issues encountered by well-known companies such as Southwest Airlines, Procter & Gamble, and Pharmacia & Upjohn; issues in China, Japan, Central and South America, India, Canada, and Europe; services and not-for-profit marketing; contemporary industrial, high-technology, and business-to-business marketing settings; and ethics and responsibility. Annotation c. by Book News, Inc., Portland, Or.

Booknews