Strategic marketing problems : cases and comments
著者
書誌事項
Strategic marketing problems : cases and comments
Pearson/Prentice Hall, c2004
10th ed
- : pbk
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注記
"International edition"--Cover of pbk.
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. It 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, Market Segmentation, and Market Targeting.
Sorzal Distributors. Jones-Blair Company. eBay's Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay (R) Dips. South Delaware Coors, Inc.
5. Product and Service Strategy and Brand Management.
Dr. Pepper/Seven Up, Inc.: Squirt (R) Brand. Zoecon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care 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.
Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush (R) Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd.
7. Marketing Channel Strategy and Management.
Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc.
8. Pricing Strategy and Management.
Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger (R) Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry.
9. Marketing Strategy Reformulation: The Control Process.
Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok (TM) Splice. Macon Museum of Art.
10. Comprehensive Marketing Programs.
Nintendo-The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips (TM) Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India.
Appendix: Preparing a Written Case Analysis.
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