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Marketing Management: Text and Cases / Edition 1
     

Marketing Management: Text and Cases / Edition 1

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

ISBN-10: 0256109559

ISBN-13: 9780256109559

Pub. Date: 01/28/1993

Publisher: McGraw-Hill Higher Education

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

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

Overview
An Introduction To Cases
An Introduction To Marketing
Basic Quantitative Analysis For Marketing
I. THE MARKETING MIX
Introduction
The Marketing Mix
Hurricane Island Outward Bound School
Dominion Motors & Controls Ltd.
Mem Company Inc.
Communications Policy
Communications Policy
APPENDIX A. Mass Communications Sunkist Growers Inc. Reebok International Ltd. The Massachusetts Lottery British Airways APPENDIX B. Personal Selling Waters Chromatography Division: U.S Field Sales (A) MCI Telecommunications Corporation:VNET (A) Petite Playthings,Inc.1984 Pricing Policy Pricing Policy Computron, Inc. Cumberland Metal Industries: Engineered Products Division, 1980 Federated Industries (A) Hartman Luggage Company:Price Promotion Policy Workbench Pricing Strategy Product Policy Product Policy Suzuki Samurai Ford Motor Company: The Product Warranty Program (A) The Black & Decker Corporation Household Products Group: Brand Transition Proctor & Gamble: Lenor (and more...)

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