Principles of Marketing (16th Edition)
16th Edition
ISBN: 9780133795028
Author: Philip T. Kotler, Gary Armstrong
Publisher: PEARSON
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Chapter 13, Problem 13.20CC
Summary Introduction
Case summary:
Retailer S is the biggest chain of departmental stores. Its growth was at the core as t identifies and satisfies the needs and wants of the customers. After reaching the massive scale, the retailer S was overwhelmed with the familiar disease called marketing myopia. The company was stuck with the same metrics and tactics and the tactics were outdated and unprofitable. Retailer S was not aware of its downfall until the momentum of the market starts pulling down.
Characters in the case:
- Retailer S
To discuss: The relationship between the marketing struggle and the current corporate strategy of Retailer S.
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Principles of Marketing (16th Edition)
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