Marketing Management: Cases for Creative Problem Solving / Edition 1

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This collection of over 25 case studies exposes students to a variety of current business scenarios related to marketing and management. This extremely versatile book may be used at a variety of levels and applies to almost any course in marketing and management. These cases are designed for courses at the junior/senior-level in marketing strategy, business unit strategy analysis, strategic market planning, marketing planning, strategic marketing management and advanced marketing. It is also appropriate for graduate-level marketing courses. Prerequisites typically include principles of marketing and at least two other marketing courses; marketing management, if taught at the graduate level.

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Product Details

  • ISBN-13: 9780324027372
  • Publisher: Cengage Learning
  • Publication date: 4/11/2000
  • Series: General Business and Business Education Series
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 192
  • Product dimensions: 7.90 (w) x 9.90 (h) x 0.50 (d)

Table of Contents

SECTION 1: OVERVIEW OF MARKETING, BUSINESS ETHICS. 1.1 Technically Mediated Instruction. 1.2 The Young Account Executive.
SECTION 2: MARKET POSITIONING AND SEGMENTATION. 2.1 Breakfast in Europe. 2.2 The Otis Museum of Cincinnati. 2.3 The Polaris Cafe: Attracting and Retaining a Loyal Customer Base.
SECTION THREE: INTERNATIONAL MARKETING. 3.1 Tesco, plc. 3.2 Private Label Marketing: An International Marketing Dilemma.
SECTION FOUR: MARKET RESEARCH. 4.1The Lady Remington Shaver. 4.2 West Coast Family Planning. 4.3 Park City Primary Care Center, Inc. 4.4 The Race is on for the Replacement Meal Market.
SECTION FIVE: BRANDING, NEW PRODUCT DEVELOPMENT AND PACKAGING. 5.1 The Ski Hugger: Establishing a New Product. 5.2 Baby-on-the-Go. 5.3 Stew Leonard's Dairy A: Does Downsizing the Packaging Make Sense?
SECTION SIX: PRICING AND DISTRIBUTION. 6.1 The Susan Samet Case: What Price Art? 6.2 The Devaney Paper Company: A Distribution Dilemma.
SECTION SEVEN: PROMOTION. 7.1 The SlideMakers Company: Struggling to Stay Alive. 7.2 The Arbor Fabrication and Manufacturing Company. 7.3 Procter & Gamble's Cheery Monsters. 7.4 Sherwin-Williams' Advanced Superpaint: Too Super for Its Own Good?.
SECTION EIGHT: Marketing Strategy and Planning. 8.1 Moreau, USA. 8.2 Argone-Phelps: Who Will Win the Battle...and the War?. 8.3 Stew Leonard's Dairy B: The Move to Organic Milk--Are the Risks Worth It?
SECTION 9: INTERNET MARKETING AND E-COMMERCE. 9.1 Does Anyone Know We're Here? 9.2 Innovative Therapists International.
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