Managing marketing linkages : text, cases, and readings

著者

• Cespedes, Frank V.

書誌事項

Managing marketing linkages : text, cases, and readings

Frank V. Cespedes

Prentice Hall, c1996

内容説明・目次

内容説明

For courses in Marketing Management, Introductory or Advanced Sales Management, Marketing Strategy, Competitive Strategy. Unlike other text/casebooks that focus either on product management OR sales management OR service operations in isolation from the other activities, this extensive exploration of marketing linkages provides a detailed look at the increasingly intertwined product, sales, and service tasks in a variety of business settings. The Introduction, Readings and 12 unique Cases discuss in depth aspects of organization and implementation that standard texts mention, but then slide over - the interaction of external market factors and internal organizational linkages required to develop and maintain profitable customer relationships. It considers what well-known companies in different market environments are doing to manage these marketing linkages, and reveals the wider organizational implications in areas ranging from strategy development, on the one hand, to tactical sales management issues, on the other.

目次

Introduction. I. BUSINESS-TO-BUSINESS MARKETS. READING: "Industrial Marketing: Managing New Requirements,"Sloan Management Review, Spring 1994. CASE 1: Becton Dickinson Division: Marketing Organization. CASE 2: IBM: Assistant General Manager of Marketing (A). CASE 3: IBM: Assistant General Manager of Marketing (B). II. CONSUMER GOODS MARKETING. READING: "Coordinating Sales and Marketing in Consumer Goods Firms,"Journal of Consumer Marketing, Summer 1993. CASE 4: Pepsi-Cola Fountain Beverage Division: Marketing Organization. CASE 5: Packaged Products Company: Handy-Pak Introduction. CASE 6: MEM Company, Inc.: English Leather. III. SERVICE MARKETS. READING: "Once More: How Do You Improve Customer Service?,"Business Horizons, March-April 1992. CASE 7: MCI Vision (A). CASE 8: American Mobile Satellite Corporation. CASE 9: Dendrite International. IV. BUILDING AND MAINTAINING CUSTOMER RELATIONSHIPS. READING: "Teamwork for Today's Selling,"Harvard Business Review, March-April 1989. CASE 10: Astra/Merck Group. CASE 11: Hewlett Packard Imaging Systems Division: Sonos 100 C/F Introduction. CASE 12: Becton Dickinson and Company: Multidivisional Marketing Programs.

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詳細情報

• NII書誌ID(NCID): BA27599399
• ISBN:
  • 013234923X
• LCCN: 95020173
• 出版国コード: us
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Upper Saddle River, N.J.
• ページ数/冊数: x, 403 p.
• 大きさ: 23 cm
• 分類:
  • LCC : HF5415
  • DC20 : 658.8
• 件名:
  • LCSH : Marketing
  • LCSH : Marketing -- Case studies
  • LCSH : Business planning