Strategic marketing problems : cases and comments
著者
書誌事項
Strategic marketing problems : cases and comments
Prentice Hall, c2001
9th ed.
- : hbk
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注記
"International edition"--on cover
Includes bibliographical references and indexes
内容説明・目次
内容説明
For courses in Marketing Strategy, Marketing Management, and Strategic Marketing.
This best-selling text is dedicated to the development of decision-making skills in marketing. The text introduces concepts and tools useful in structuring and solving marketing problems, while extensive class tested case studies provide an opportunity for those concepts and tools to be employed in practice.
目次
1. Foundations of Strategic Marketing Management.
Appendix A. A Sample Marketing Plan.
2. Financial Aspects of Marketing Management.
3. Marketing Decision Making and Case Analysis.
4. Opportunity Analysis and Market Targeting.
Cases. Quetzal Collections, Inc. Jones Blair Company. Tyler Pet Foods, Inc. Curtis Automotive Hoist: Market Opportunities in the European Union. Frito-Lay's (R) Dips. South Delaware Coors, Inc.
5. Product and Service Strategy and Brand Management.
Cases. Zoecon Corporation: Insect Growth Regulators. Ms-Tique Corporation. Manor Memorial Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity.
6. Integrated Marketing Communication Strategy and Management.
Cases. Throckmorten Furniture, Inc. (A). Throckmorten Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush (R) Brand. Drypers Corporation: National Television Advertising Campaign. Price Waterhouse. Godiva Europe.
7. Marketing Channel Strategy and Management.
Cases. Dell Computer Corporation: The Higher Education Market. Amway Japan Limited. Goodyear Tire and Rubber Company. Hendison Electronics Corporation. Chesterton Carpet Mills, Inc.
8. Pricing Strategy and Management.
Cases. Southwest Airlines. Burroughs Welcome Company: Retrovir. Afton Industries. Augustine Medical, Inc.: The Bair Hugger (R) Patient Warming System. Seagram in Taiwan: Scotch and Cognac Pricing. Texas Instruments: Global Pricing in the Semiconductor Industry.
9. Interactive Marketing and Electronic Commerce.
Cases. Peapod: Moving to the Internet. Amazon.com: Winning the On-line Book Wars. Arrow Electronics, Inc. Vector Marketing Corporation: "CUTCO, The World's Finest Cutlery."
10. Marketing Strategy Reformulation: The Control Process.
Cases. Pharamacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. 3M Telecom Systems Division: Fibrlok (TM) Splice. The Circle K Corporation. Marshall Museum of Art.
11. Comprehensive Marketing Programs.
Cases. Frito-Lay, Inc.: SunChips (TM) Multigrain Snacks. United States Census Bureau: Marketing Services Office. Biopure Corporation. CIMA Mountaineering, Inc. Blair Water Purifiers India.
Appendix: Preparing a Written Case Analysis.
Glossary of Selected Marketing Terms and Concepts.
Subject Index.
Company Index.
Brand Index.
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