Marketing Management: Text and Cases / Edition 1

Marketing Management: Text and Cases / Edition 1

by John A. Quelch, Thomas J. Kosnik, Robert J. Dolan
     
 

MARKETING MANAGEMENT is the end-result of more than four years of course design,case construction,revision,and teaching of the first year marketing course at the Harvard Business School. It is primarily a Harvard case book with short,well-written text material leading into each case section. The first half of the book looks at the 4 P's,and the second half looks at… See more details below

Overview

MARKETING MANAGEMENT is the end-result of more than four years of course design,case construction,revision,and teaching of the first year marketing course at the Harvard Business School. It is primarily a Harvard case book with short,well-written text material leading into each case section. The first half of the book looks at the 4 P's,and the second half looks at implementing and executing the marketing process. This text represents a new generation of the previous Bonoma & Kosnik book.

Product Details

ISBN-13:
9780256109559
Publisher:
McGraw-Hill Higher Education
Publication date:
01/28/1993
Series:
Series in Marketing
Pages:
864
Product dimensions:
8.28(w) x 10.22(h) x 1.48(d)

Table of Contents

Overview1
An Introduction to Cases3
An Introduction to Marketing5
Basic Quantitative Analysis for Marketing14
Pt. 1The Marketing Mix23
Introduction
The Marketing Mix25
Hurricane Island Outward Bound School32
Dominion Motors & Controls, Ltd44
MEM Company, Inc.50
Communications Policy
Communications Policy65
AMass Communications
Sunkist Growers Inc.78
Reebok International Ltd92
The Massachusetts Lottery111
British Airways118
BPersonal Selling
Waters Chromatography Division: U.S. Field Sales (A)137
MCI Telecommunications Corporation: Vnet (A)151
Petite Playthings, Inc. 1984 (A)165
Pricing Policy
Pricing Policy169
Computron, Inc.177
Cumberland Metal Industries: Engineered Products Division, 1980180
Federated Industries (A)190
Hartmann Luggage Company: Price Promotion Policy199
Workbench Pricing Strategy217
Product Policy
Product Policy237
Suzuki Samurai245
Ford Motor Company: The Product Warranty Program (A)267
The Black & Decker Corporation Household Products Group: Brand Transition280
Procter & Gamble: Lenor291
Chipman-Union, Inc.: Odor-Eaters Socks304
Distribution Policy
Distribution Policy315
Lotus Development Corporation322
Kraft Foodservice335
Murrayhill, Inc.345
U.S. Pioneer Electronics Corporation356
Pizza Hut, Inc.376
Pt. 2The Marketing Process389
Marketing Research
Marketing Research391
Xerox Corporation: The Customer Satisfaction Program408
Boston Fights Drugs (A)426
Archdiocese of New York446
Chemical Bank: The Pronto System465
Marketing Strategy Formulation
Marketing Strategy Formulation485
Note on the Motorcycle Industry - 1975504
Deere & Company: Industrial Equipment Operations521
Sealed Air Corporation535
Sealed Air Corporation: Marketing Impacts of Eliminating CFCs547
Microsoft Introduction: The Introduction of Microsoft Works559
CIGNA Worldwide573
Marketing Planning
Marketing Planning591
Perkin-Elmer: Data Systems Group605
Scandinavian Airlines Systems SAS (A)618
Titanium Industries, Inc.: Titanium Fabrications Division (A)640
Chesebrough-Pond's Inc.: Vaseline Petroleum Jelly650
Marketing Organization and Implementation
Marketing Organization and Implementation671
General Foods Corporation: The Product Management System679
Regency Facsimile, Inc.692
IBM Innovations: Introduction of the PS/2703
Black & Decker Corporation: Spacemaker Plus Coffee Maker: (A)719
Rossin, Greenberg, Seronick & Hill, Inc. (A)728
Conclusion731
Marketing Strategy - An Overview733
IDS Financial Services752
Lifespan, Inc.: Abbott Northwestern Hospital766
Loctite Corporation: Industrial Products Group780
Appendixes795
Legal Restrictions on Marketing Management797
Glossary of Marketing Terms811
Index833

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