Marketing Management: Text and Cases / Edition 1

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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.
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Product Details

  • ISBN-13: 9780256109559
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 1/28/1993
  • Series: Series in Marketing
  • Edition number: 1
  • Pages: 864
  • Product dimensions: 8.28 (w) x 10.22 (h) x 1.48 (d)

Table of Contents

Overview 1
An Introduction to Cases 3
An Introduction to Marketing 5
Basic Quantitative Analysis for Marketing 14
Pt. 1 The Marketing Mix 23
The Marketing Mix 25
Hurricane Island Outward Bound School 32
Dominion Motors & Controls, Ltd 44
MEM Company, Inc. 50
Communications Policy
Communications Policy 65
A Mass Communications
Sunkist Growers Inc. 78
Reebok International Ltd 92
The Massachusetts Lottery 111
British Airways 118
B Personal 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 Policy 169
Computron, Inc. 177
Cumberland Metal Industries: Engineered Products Division, 1980 180
Federated Industries (A) 190
Hartmann Luggage Company: Price Promotion Policy 199
Workbench Pricing Strategy 217
Product Policy
Product Policy 237
Suzuki Samurai 245
Ford Motor Company: The Product Warranty Program (A) 267
The Black & Decker Corporation Household Products Group: Brand Transition 280
Procter & Gamble: Lenor 291
Chipman-Union, Inc.: Odor-Eaters Socks 304
Distribution Policy
Distribution Policy 315
Lotus Development Corporation 322
Kraft Foodservice 335
Murrayhill, Inc. 345
U.S. Pioneer Electronics Corporation 356
Pizza Hut, Inc. 376
Pt. 2 The Marketing Process 389
Marketing Research
Marketing Research 391
Xerox Corporation: The Customer Satisfaction Program 408
Boston Fights Drugs (A) 426
Archdiocese of New York 446
Chemical Bank: The Pronto System 465
Marketing Strategy Formulation
Marketing Strategy Formulation 485
Note on the Motorcycle Industry - 1975 504
Deere & Company: Industrial Equipment Operations 521
Sealed Air Corporation 535
Sealed Air Corporation: Marketing Impacts of Eliminating CFCs 547
Microsoft Introduction: The Introduction of Microsoft Works 559
CIGNA Worldwide 573
Marketing Planning
Marketing Planning 591
Perkin-Elmer: Data Systems Group 605
Scandinavian Airlines Systems SAS (A) 618
Titanium Industries, Inc.: Titanium Fabrications Division (A) 640
Chesebrough-Pond's Inc.: Vaseline Petroleum Jelly 650
Marketing Organization and Implementation
Marketing Organization and Implementation 671
General Foods Corporation: The Product Management System 679
Regency Facsimile, Inc. 692
IBM Innovations: Introduction of the PS/2 703
Black & Decker Corporation: Spacemaker Plus Coffee Maker: (A) 719
Rossin, Greenberg, Seronick & Hill, Inc. (A) 728
Conclusion 731
Marketing Strategy - An Overview 733
IDS Financial Services 752
Lifespan, Inc.: Abbott Northwestern Hospital 766
Loctite Corporation: Industrial Products Group 780
Appendixes 795
Legal Restrictions on Marketing Management 797
Glossary of Marketing Terms 811
Index 833
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