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Strategic Marketing Problems: Cases and Comments (11th Edition)

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Strategic Marketing Problems: Cases and Comments (11th Edition)

(22 customer reviews)

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2189805

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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.

List Price:	$204.00
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Product Details

Author:	Roger Kerin
Hardcover:	736 pages
Publisher:	Prentice Hall
Publication Date:	September 30, 2006
Language:	English
ISBN:	0131871528
Product Width:	2.18 centimeters
Product Height:	2.81 centimeters
Product Weight:	0.04 pounds
Package Length:	11.0 inches
Package Width:	8.6 inches
Package Height:	1.3 inches
Package Weight:	3.75 pounds
Average Customer Rating:	based on 22 reviews

Customer Reviews

Average Customer Review: 4.0

( 22 customer reviews )
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Most Helpful Customer Reviews

5 of 6 found the following review helpful:

A good book... Oct 22, 1997
I'm a MBA student in marketing. This book is good, but just that... good. I'm absolutely certain that somewhere has to be a book about strategic marketing that has a little more information (that's the problem, little theory and plenty of numbers) and not so expensive.
Teresa M. Rodríguez

6 of 8 found the following review helpful:

Great and comprehensive May 28, 1998
I am a MBA Candidate with a finance focus who had the pleasure to use this book. Never before had I imagined that marketing could have the amount of numerical focus that this book shows. There's a case for every type of industry and many world-famous companies in this book. What else is missing from an introduction to marketing text?!

1 of 1 found the following review helpful:

No answers to math problems!!! Sep 04, 2009 By Melissa C. Lapompe "Mla1976"
The book is ok when it comes to the case studies, but when you have to complete the math problems there are no answers to reference. Just hope that your answers are correct!

1 of 1 found the following review helpful:

Great. May 27, 2008 By C. Stanfill
This is a good beginners & advanced book. Takes you step by step from the beginning of marketing case write ups to more in depth cases and write ups. This book is great used for two semesters that build on each other.

9 of 13 found the following review helpful:

Strategic Marketing Problems... Not Solutions Aug 16, 2003
I was disappointed. The book does contain some interesting thoughts, but 90% of the content is a description of companies facing marketing problems (case studies with a lot of facts). The author doesn't offer the solutions and best practises that would help solve these problems. While reading this book, i felt i was eating a burger without meat. Something is missing...

This is a good book for teachers who want case studies for their students to work on. It's a classroom book. It's not a good book if you want want to read marketing theory and best practises (if you're already in the management world).

See all 22 customer reviews on Amazon.com