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
大学図書館所蔵 全12件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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.
「Nielsen BookData」 より