最 低 价：￥40.30
定 价：￥54.00
作 者：（美）凯琳（RogerA.Kerin），彼得森（RobertA.Peterson） 著 著
出 版 社：东北财经大学出版社
出版时间：2005-12-1
I S B N：9787810847148
| CHAPTER 1 Foundations of Strategic Marketing Management Appendix：A Sample Marketing Plan CHAPTER 2 Financial Aspects of Marketing Management CHAPTER 3 Marketing Decision Making and CaseAnalysis CHAPTER 4 Opportunity Analysis，Market Segmentation and Market Targeting Jones-Blair Company RogerA．Kerin eBay’s Globalization Strategy Janet Fieldstein，Antonio Davila，and George Foster Camar Automotive Hoist Gordon H.G McDougall Vector Marketing Corporation：Growth Drivers RobertA．Peterson CHAPTER 5 Product and Service Strategy and Brand Management Dr Pepper／Seven Up，Inc． Squirt Brand RogerA．Kerin Softand SttkyShavingGel RogerA．Kerin Perpetual Care Hospital：Downtown Health Clinic RogerA．Kerin Frito Lay Company：CrackerJack RogerA．Kerin Swisher Mower and Machine Company： Evaluating a Private Brand Opportunity RogerA．Kerin and Wayne Swisher CHAPTER 6 Integrated Marketing Communication Strategy and Management Carrington Furniture，Inc．(A) RogerA．Kerin Carrington Furniture，Inc．(B) RogerA．Kerin Drypers Corporation：National Television Advertising Campaign RogerA．Kerin Craft Marine Corporation RogerA．Kerin andRobertA．Peterson Make-Up Art Cosmetics(M．A．C)Ltd． Vic Casale andJohn S Hulland CHAPTER 7 Marketing Channel Strategy and Management Gateway,Inc． RogerA．Kerin GolfLogix：Measuring the Galne ofGolf John T.Gourville andJerry N.Conover Masterton Carpet Mills，Inc． RoerA．Kerin …… CHAPTER 8 CHAPTER 9 CHAPTER 10 APPENDIX |
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