Cases in Marketing Management

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This introductory text on marketing management covers a wide range of themes and industry sectors and includes both short and long cases. The structure and content of the book make it suitable for use on both second and third year degree courses.
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Overview

This introductory text on marketing management covers a wide range of themes and industry sectors and includes both short and long cases. The structure and content of the book make it suitable for use on both second and third year degree courses.
Read More Show Less

Product Details

  • ISBN-13: 9780273616948
  • Publisher: Financial Times/Prentice Hall Books
  • Publication date: 7/28/2000
  • Pages: 252

Table of Contents

List of contributors
Preface
Introduction
The structure and purpose of the book
An overview of the cases
Ch. 1 Introduction to marketing management 3
Ch. 2 The analysis of marketing case studies 54
Case 1 Market research brief - London Electricity plc: Appliance retailing business 69
Case 2 Advertising the Austostore 74
Case 3 Castlemaine XXXX 76
Case 4 Ice-cream wars: The UK ice-cream market in 1990 78
Case 5 A case of too many cooks? The UK electrical goods retail sector 85
Case 6 The 'quality' newspaper price war of 1994 94
Case 7 Taiwai SA 100
Case 8 Famagusta Bakery Ltd 111
Case 9 Sketchley and Supasnaps: Under the same roof! 125
Case 10 Rationing or demarketing: That is the question 129
Case 11 The Beaufort Hotel 132
Case 12 The Niger Restaurant 146
Case 13 Freddy Slinger's bed and breakfast 166
Case 14 London Underground Ltd: Customer Charter 168
Case 15 Ethical issues in marketing research 185
Case 16 Distribution in Hungary 188
Case 17 Svenska Ackumulator AB Jungner: Marketing planning in a multinational company 192
Case 18 Innovative Cleaning Solutions - The industrial cleaning winning formula? 215
Case 19 The 19th Hole Conference Rooms 219
Case 20 The price of keeping in touch - BT's international phone service 221
Case 21 Elite Technology Services 225
Case 22 British Telecommunications plc: Facing up to the 1990s 229
Index 247
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