Marketing management : text and cases
著者
書誌事項
Marketing management : text and cases
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill/Irwin, c2005
- pbk.
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注記
Includes index
内容説明・目次
内容説明
"Marketing Management Text and Cases, 1/e" includes a new collection of cases from Harvard Business School. HBS sets the standard for effective case writing and teaching, and provides here the latest cases in Marketing Management.
目次
I Introduction 1.Marketing Strategy -- An Overview 2.Callaway Golf Company 3.Tesco Plc II Creating Value 4. Creating Value 5. Freemarkets OnLine 6. Xerox: Book-In-Time 7. Freeport Studio 8. Omnitel Pronto Italia III Choosing Customers 9. Target Market Selection and Product Positioning 10. Warner-Lambert Ireland: Niconil 11. TIVO 12. New Beetle 13. Aqualisa Quartz: Simply a Better Shower 14. Documentum, Inc. IV Communicating Value 15. Integrated Marketing Communications 16. Guru.com 17. Colgate-Palmolive Company: The Precision Toothbrush 18. Launching the BMW Z3 Roadster 19. Mountain Dew: Selecting New Creative V Going to Market 20. Going to Market 21. Ring Medical 22. HP Consumer Products Business Organization: Distributing Printers via the Internet 23. Goodyear: The Aquatred Launch 24. Merrill Lynch: Integrated Choice 25. Avon.com (A) VI Capturing Value 26. Pricing: A Value Based Approach 27. Pricing and Market making on the Internet 28. Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not? 29. Tweeter etc. 30. DHL Worldwide Express VII Branding 31. Brands and Branding 32. Charles Schwab Corp.: Introducing A New Brand 33. Heineken N.V.: Global Branding and Advertising 34. UNICEF 35. Steinway & Sons: Buying a Legend (A) VIIIManaging Customers for Profits 36. Note on Customer Management 37. Fabtek (A) 38. Hunter Business Group: Team TBA 39. Harrah's Entertainment Inc. IX Sustaining Value 40. Sustaining Value 41. Koc Holding: Arcelik White Goods 42. KONE: The MonoSpace Launch in Germany 43. H-E-B Own Brands 44. Zucomor S.A.: Global Competition in Argentina 45. Dell -- New Horizons
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