Cases in marketing management
著者
書誌事項
Cases in marketing management
Addison-Wesley, c1995
2nd ed
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注記
Includes bibliographical references
内容説明・目次
内容説明
This book helps students to develop essential marketing experience and skills by casting them in the role of the decision maker. Each case recreates situations confronting the Marketing Manager and, in the course of analysis and solution of problems, illustrates the integral process and techniques.
目次
Part 1: Marketing and Policy Strategy:
1. Arhi Pivnii Kombinat. Plaswin Group.
2. The Battle for Portable Power: Ever Ready versus Duracell.
3. Dawson & Company limited. Fuji Bank. Lysander's Wine Cellars.
4. The Great Western Brewing Company Ltd. PPP.
5. Grand Prix Motor Racing Innovation.
6. Cifra. Asea-Brown Boveri. Medical Research Incorporated.
7. The Scottish National Opera.
Part 2: Managing the Marketing Mix: Flying Waiters Ltd.
8. Home from Home Limited. MIT Tractors.
9. POK Electronic Systems.
10. WEDR-FM Radio Station. Aroma.
11. The Langport Building Society. Windsor Building Society.
12. The Southwest Bank.
13. Avis Rent-a-Car Limited. Ulaanbaatar Carpet Factory.
14. Strathspey Centre.
15. London Underground Ltd. (LUL).
16. The Scottish Football League.
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