Marketing Management Text and Cases (McGraw-Hill/Irwin Series in Marketing)

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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: 9780072967623
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 4/23/2004
  • Series: McGraw-Hill/Irwin Series in Marketing
  • Pages: 812
  • Product dimensions: 8.10 (w) x 10.54 (h) x 1.44 (d)

Table of Contents

Pt. 1 Introduction 1
Ch. 1 Marketing strategy - an overview 3
Ch. 2 Callaway Golf Company 23
Ch. 3 Tesco Plc. 45
Pt. 2 Creating value 63
Ch. 4 Creating value 65
Ch. 5 FreeMarkets OnLine 71
Ch. 6 Xerox : book-in-time 89
Ch. 7 Freeport Studio 105
Ch. 8 Omnitel Pronto Italia 131
Pt. 3 Choosing customers 153
Ch. 9 Target market selection and product positioning 155
Ch. 10 Warner-Lambert Ireland : Niconil 163
Ch. 11 TiVo 177
Ch. 12 The new Beetle 193
Ch. 13 Aqualisa Quartz : simply a better shower 219
Ch. 14 Documentum, Inc. 235
Pt. 4 Communicating value 259
Ch. 15 Integrated marketing communications 261
Ch. 16 275
Ch. 17 Colgate-Palmolive company : the precision toothbrush 301
Ch. 18 Launching the BMW Z3 roadster 321
Ch. 19 Mountain Dew : selecting new creative 339
Pt. 5 Going to market 357
Ch. 20 Going to market 359
Ch. 21 Ring Medical 369
Ch. 22 HP Consumer Products Business Organization : distributing printers via the Internet 389
Ch. 23 Goodyear : the aquatred launch 401
Ch. 24 Merrill Lynch : integrated choice 421
Ch. 25 (A) 447
Pt. 6 Capturing value 461
Ch. 26 Pricing : a value-based approach 463
Ch. 27 Pricing and market making on the Internet 473
Ch. 28 Coca-Cola's new vending machine (A) : pricing to capture value, or not? 493
Ch. 29 Tweeter etc. 499
Ch. 30 DHL worldwide express 521
Pt. 7 Branding 541
Ch. 31 Brands and branding 543
Ch. 32 Charles Schwab Corp. : introducing a new brand 555
Ch. 33 Heineken N.V. : global branding and advertising 575
Ch. 34 UNICEF 587
Ch. 35 Steinway & Sons : buying a legend (A) 611
Pt. 8 Managing customers for profits 631
Ch. 36 Note on customer management 633
Ch. 37 Fabtek (A) 639
Ch. 38 Hunter Business Group : team TBA 653
Ch. 39 Harrah's Entertainment Inc. 667
Pt. 9 Sustaining value 691
Ch. 40 Sustaining value 693
Ch. 41 Koc Holding : Arcelik white goods 703
Ch. 42 KONE : the MonoSpace launch in Germany 719
Ch. 43 H-E-B own brands 739
Ch. 44 Zucamor S.A. : global competition in Argentina 759
Ch. 45 Dell - new horizons 781
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