Cases in Strategic Marketing Management : An Integrated Approach / Edition 1

Cases in Strategic Marketing Management : An Integrated Approach / Edition 1

by William J. McDonald
     
 

The book and cases are designed to help readers gain an appreciation for the types of issues in marketing strategy management and develop the analytical and thinking skills necessary to make good decisions in real-world marketing situations. This paperback book offers a collection of marketing problem cases of actual firms, describes a methodologySee more details below

Overview

The book and cases are designed to help readers gain an appreciation for the types of issues in marketing strategy management and develop the analytical and thinking skills necessary to make good decisions in real-world marketing situations. This paperback book offers a collection of marketing problem cases of actual firms, describes a methodology for analyzing cases, and provides accompanying sophisticated but user-friendly software (based on the methodology) that readers can use to work through the cases. Appropriate for those interested in Marketing Management and Marketing Strategy

Product Details

ISBN-13:
9780023794247
Publisher:
Pearson
Publication date:
11/25/1997
Pages:
360
Product dimensions:
7.04(w) x 9.20(h) x 0.60(d)

Table of Contents

Preface
Ch. 1Strategic Marketing Management and Decision Making1
Ch. 2The Case Method6
Ch. 3Format for Case Analysis9
Ch. 4Computer Analysis for Strategic Marketing Management32
Ch. 5Financial Analysis for Strategic Marketing Management35
Ch. 6Strategic Marketing Management Cases39
App. ACase Analysis Exercises289
App. BThe Marketing Plan Analysis (MPAS)303
Index347

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