Strategic Marketing: Concepts and Cases

ISBN-13: 9781138593633 / Angielski / Twarda / 2018 / 148 str.

Russell Abratt; Michael Bendixen

Opis

This book is a unique collection of comprehensive cases that explore cases and issues surrounding strategic marketing. With case studies and analysis from a broad range of global contexts and industries, students will gain a working knowledge of developing and applying market-driven strategy.

Spis treści

About the Authors, Dedication, Preface, Chapter 1 Strategic Marketing, Case: Xfinity from Comcast: The Quest for Better Customer Service, Case: Spirit Airlines, Chapter 2 Strategic Segmentation, Case: Burger King Identity Crisis: Who Is It Now? Case: Florida Blue: The Blues of the Affordable Care Act, Chapter 3 Competitive Analysis and Positioning, Case: McDonalds All Day Breakfasts, Case: Fedex: How to beat the Competition, Chapter 4 Strategies for Growth, Case: Twitter, Case: CrossFit SOFLA: Growing Pains, Chapter 5 Corporate Branding and Internal Brand Management, Case: Cadillac: The Battle to Recapture the Luxury Car Market, Case: UBER technologies INC.: Managing the Repercussions of #DeleteUber, Case: World Fuel Services: Leading Internal Marketing, Case: Weatherby Healthcare: Increasing Turnover and Declining Engagement, Chapter 6 Corporate Reputation Management, Case: Lennar Corporation, Case: Chipotle: The Cost of Fresh Fast Food, Index