D. Cravens – Strategic Marketing Management Cases

Strategic Marketing Management Cases is a versatile collection of approximately 45 cases. This casebook has a decision-making focus and addresses the challenges facing marketing managers today. It is organized to reflect the priorities of a marketing manager: market orientation, growth strategies and target market strategies.Two-thirds of the cases in this edition will be new or revised. Over 80% are situated in the late-1990s and 2000.Substantial emphasis on international marketing decisions