For undergraduate and graduate marketing strategy courses. A comprehensive, practice-driven approach to developing decision-making skills in marketing. Decision-making in marketing is first and foremost, a skill. And since all skills are learned through
Chapter 1: Foundations of Strategic Marketing Management Chapter 2: Financial Aspects of Marketing Management Chapter 3: Marketing Decision Making and Case Analysis Chapter 4: Opportunity Analysis, Market Segmentation, and Market Targeting Chapter 5: Prod