Publisher's Synopsis
For undergraduate and MBA Marketing Strategy and Marketing Management courses.
This casebook offers a collection of 39 real cases that are pedagogically sound, appealing to students, stimulating to teach, and on target with respect to the leading problems and issues in strategic marketing. Decision focused, peer-reviewed, and classroom tested, the cases can be taught from a functional perspective as well as from a corporate strategy level. The cases provide a variety of strategic marketing situations which cover the spectra of large and small, public and private, product and service, domestic and international companies, and involve all functional areas-Target marketing and Segmentation; Buyer Behavior; Industry structure; Environmental analysis; The marketing mix; Customer service and satisfaction; Financial analysis; and International. Appendices cover case analysis, financial analysis, and oral presentations. Available on Custom Database.
