The premier marketing strategy and management casebook in the world.

For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.

The premier marketing strategy and management casebook in the world.


Why would you use anything other than the premier casebook in the world?

Used by almost 300 schools nationwide–more than any other casebook on the market!
•    Ask your sales representative for a complete adoption list.


OTHER POINTS OF DISTINCTION:

How do you go about finding the perfect cases to use in your course?

The most comprehensive class-tested text material and case studies on the market– 44 class-tested cases provide an opportunity for concepts and tools to be employed in practice, challenging students to address marketing issues from a decision-making standpoint and with an analytical perspective. In every case, the decision maker develops a strategy consistent with the factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment.

How much time do you spend preparing materials to align cases with your lectures, homework, and tests?

Author-prepared Instructor’s Manual casebook, over 600+ pages! Prepared by Roger Kerin, this teaching package includes thorough case teaching notes that feature a complete case analysis, teaching suggestions, case epilogues, and case summary points.

Instructor’s Resource Center provides instructors with a powerful visual aid to support the text material. Includes comprehensive PowerPoint slides for lectures and meaningful computer templates for students to perform quantitative and financial analyses.
www.prenhall.com/kerin

Do your students ask themselves: “When will I ever use this information?"  How do you stimulate them to see that decision-making is critical for success in the real business world?

Emphasis on contemporary marketing problems and issues that students will find motivating and relevant, while demonstrating for students the major decisions faced by marketing executives in wide variety of industries and competitive settings. Real examples include: crafting pricing strategy for SouthWest Airlines; formulating multicultural consumer marketing strategies; and evaluating the merits of multi-channel marketing for Hawaiian Punch.


How do you bring the latest marketing concepts into your classroom to help prepare your students for future careers in marketing?

Expanded and updated chapter text material encourages students to consider marketing issues from multiple viewpoints and exercise creativity and judgment in actual marketing decision settings. Includes new material that provides helpful suggestions for group case analyses and oral presentations.


Chapter-by-chapter highlights:

Chapter 1: “Foundations of Strategic Marketing Management” provides a summary of the strategic marketing management process. The principal emphasis is on defining an organization’s business, mission, and goals; identifying and framing organizational opportunities; formulating product-market strategies; budgeting; and controlling the marketing effort.
•    The Appendix to Chapter 1 contains a marketing plan for a real company: Paradise Kitchens®, Inc. The plan is annotated to focus attention on substantive elements of the plan as well as style and layout elements.

Chapter 2: “Financial Aspects of Marketing Management,” reviews basic concepts from managerial accounting and managerial finance that are useful in marketing management. Primary emphasis is placed on such concepts as cost structure, relevant versus sunk costs, margins, contribution analysis, liquidity, discounted cash flow, customer lifetime value, operating leverage, and preparing pro forma income statements.

Chapter 3: “Marketing Decision Making and Case Analysis,” introduces a systematic process for decision making and provides an overview of various aspects of case and decision analysis. Suggestions for preparing and presenting a case analysis are also provided. A sample case and written student analysis illustrates the nature and scope of a written case presentation, including the qualitative and quantitative analyses essential to a good presentation.

Chapter 4: “Opportunity Analysis, Market Segmentation, and Market Targeting,” focuses on the identification and evaluation of domestic and global marketing opportunities. Market segmentation, market targeting, and market potential and profitability concepts and applications are described in some depth.

Chapter 5: “Product and Service Strategy and Brand Management,” focuses on the management of the organization’s offering. New-offering development, life-cycle management, product or service positioning, branding decisions, brand equity, brand growth strategies, and brand valuation are emphasized.

Chapter 6: “Integrated Marketing Communication Strategy and Management,” raises issues in the design, execution, and evaluation of an integrated communication mix. Decisions concerned with communications objectives, strategy, budgeting, programming, and effectiveness are addressed. In addition, sales management issues and the challenge of leveraging advertising and personal selling with marketing Web sites are highlighted.

Chapter 7: “Marketing Channel Strategy and Management,” introduces a variety of considerations affecting channel selection and modification as well as trade relations. Specific decision areas covered include direct versus indirect distribution, dual distribution and multi-channel marketing, cost-benefit analysis of channel choice and management, and marketing channel conflict and coordination.

Chapter 8: “Pricing Strategy and Management,” highlights concepts and applications in price determination and modification. Emphasis is placed on evaluating demand, cost, and competitive influences when selecting or modifying pricing strategies for products and services. Product-line pricing is also addressed.

Chapter 9: “Marketing Strategy Reformulation: The Control Process,” focuses on the appraisal of marketing actions for the purpose of developing reformulation and recovery strategies. Considerations and techniques applicable to strategic and operations control in a marketing context are introduced.

Chapter 10: “Comprehensive Marketing Programs,” raises issues in developing integrated marketing strategies. Emphasis is placed on marketing program decisions for new and existing products and services, including issues related to marketing-mix interactions, marketing program implementation, and marketing organization


This text is available for personalization in the PHCBR custom database program.  Select only the chapters you require or supplement with recommended case studies all under one cover.  CLICK HERE to go directly to the PHCBR book-build site or visit our product page for additional information at pearsoncustom.com/business.

How do you go about finding the perfect cases to use in your course?

44 class tested cases - Sixty percent of the cases are new, revised or updated for this edition! Cases provide an opportunity for concepts and tools to be employed in practice, challenging students to address marketing issues from a decision-making standpoint and with an analytical perspective. In every case, the decision maker develops a strategy consistent with the factors existing in the situation presented and must consider the implications of that strategy for the organization and its environment.

How much time do you spend preparing materials to align cases with your lectures, homework, and tests?

NEW- Author-prepared Instructor’s Manual casebook, over 600+ pages! Prepared by Roger Kerin, this teaching package includes thorough case teaching notes that feature a complete case analysis, teaching suggestions, case epilogues, and case summary points.

NEW- Instructor’s Resource Center provides instructors with a powerful visual aid to support the text material. Includes comprehensive PowerPoint slides for lectures and meaningful computer templates for students to perform quantitative and financial analyses.
www.prenhall.com/kerin

How do you bring the latest marketing concepts into your classroom to help prepare your students for future careers in marketing?

Expanded and updated chapter text material encourages students to consider marketing issues from multiple viewpoints and exercise creativity and judgment in actual marketing decision settings. Includes new material that provides helpful suggestions for group case analyses and oral presentations.

Contents

CHAPTER 1:

Appendix: A Sample Marketing Plan

CHAPTER 2: Financial Aspects of Marketing Management

CHAPTER 3: Marketing Decision Making And Case Analysis

CHAPTER 4: Opportunity Analysis, Market Segmentation and Market Targeting

    Toucon Collections, Inc.

    Roger A. Kerin and Robert A. Peterson

    Zenith Pet Foods

    Roger A. Kerin

    Shoes for Moos, Inc.

    Kenneth G. Hardy and Herb MacKenzie

    Jones·Blair Company

    Roger A. Kerin

    Duncan Industries: Opportunities in

    the European Union

    Gordon H. G. McDougall

    Frito-Lay® Dips

    Roger A. Kerin and Jeanne Bertels

    South Delaware Coors, Inc.

    James E. Nelson and Eric J. Karson

CHAPTER 5: Product and Service Strategy And Brand Management

    Dr Pepper/Seven Up, Inc.: Squirt® Brand

    Roger A. Kerin

    Zoëcon Corporation: Insect Growth Regulators

    Roger A. Kerin and Larry Smith

    Skin-Tique Corporation

    Roger A. Kerin

    Peace Memorial Hospital: Downtown Health Clinic

    Roger A. Kerin

    Procter & Gamble, Inc.: Scope

    Gordon H. G. McDougall and Franklin Ramsoomair

    Qingdao Haier Ltd.: Considering the Maytag Acquisition

    Roger A. Kerin

    Frito Lay Company: Cracker Jack

    Roger A. Kerin

CHAPTER 6: Integrated Marketing Communication Strategy and Management

    Crestfield Furniture Industries, Inc. (A)

    Roger A. Kerin

    Crestfield Furniture Industries, Inc. (B)

    Roger A. Kerin

    Cadbury Beverages, Inc.: CRUSH® Brand

    Roger A. Kerin

    Amber Inn & Suites, Inc.

    Roger A. Kerin

    Drypers Corporation: National Television Advertising Campaign

    Roger A. Kerin

    Craft Marine Corporation

    Roger A. Kerin and Robert A. Peterson

    Godiva Europe

    Jean-Jacques Lambin

CHAPTER 7: Marketing Channel Strategy And Management

    Hawaiian Punch

    Roger A. Kerin

    Glofish

    William H. Cunningham and John Silby Butler

    Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity

    Roger A. Kerin and Wayne Swisher

    Goodyear Tire and Rubber Company

    Roger A. Kerin

    Peak Garage Door, Inc.

    Roger A. Kerin

    Merton Industries: The Wholesale Distribution Decision

    Roger A. Kerin

    EMI Group, PLC: CD Pricing in the Recorded Music Industry

    Roger A. Kerin

    Southwest Airlines

    Roger A. Kerin

    Superior Supermarkets: Everyday Low Pricing

    Roger A. Kerin

    Burroughs Wellcome Company: Retrovir

    Roger A. Kerin and Angela Bullard

    Virgin Mobile USA: Pricing for the Very First Time

    Gail McGovern

    Augustine Medical, Inc.: The Bair Hugger® Patient Warming System

    Roger A. Kerin, Michael Gilbertson, And William Rudelius

    AssociationPower.com

    Robert A. Peterson

    Pharmacia & Upjohn Inc.: Rogaine Hair Regrowth Treatment

    Roger A. Kerin

    Marshant Museum of Art & History

    Roger A. Kerin

    Circle K Corporation

    Roger A. Kerin

    Dexit —A Marketing Opportunity

    Sohail Lalani and Robin Richie

    Kingsford Charcoal

    Das Narayandas and Alison Berkley Wagonfeld

    Frito-Lay, Inc.: SunChips™ Multigrain Snacks

    Roger A. Kerin and Kenneth R. Lukaska

    Keurig At Home: Managing a New Product Launch

    Eric T. Anderson

    A.1. Steak Sauce: Lawry’s Defense

    Timothy Calkins

    CIMA Mountaineering, Inc.

    Lawrence M. Lamont

    Graneer Systems, Inc.: India Market Entry

    James E. Nelson

    Republic National Bank of Dallas:

    NOW Accounts

    Student Analysis: Republic National

    Bank of Dallas: NOW Accounts

Glossary of Selected Marketing Terms and Concepts

Subject Index

Company and Brand Index

Marketing Management  [CORE TEXTS]   (Marketing)
Marketing Strategy  [CORE TEXTS]   (Marketing)

Instructor's Resource Center, 11/E
Kerin
©2007  |  Prentice Hall  |  On-line Supplement  |  Live
ISBN-10: 0131871560  |  ISBN-13: 9780131871564

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Instructor's Manual for Casebook (hardcopy only), 11/E
Kerin
©2007  |  Prentice Hall  |  Paper; 350 pp  |  Instock
ISBN-10: 0131871552  |  ISBN-13: 9780131871557
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