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

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

by Rajiv Lal, V. Kasturi Rangan, John A. Quelch, John Quelch, V. Kasturi Rangan
 

ISBN-10: 0072967625

ISBN-13: 9780072967623

Pub. Date: 04/23/2004

Publisher: McGraw-Hill Companies, The

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:
9780072967623
Publisher:
McGraw-Hill Companies, The
Publication date:
04/23/2004
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

I Introduction1.Marketing Strategy – An Overview 2.Callaway Golf Company 3.Tesco Plc II Creating Value 4. Creating Value 5. Freemarkets OnLine 6. Xerox: Book-In-Time 7. Freeport Studio 8. Omnitel Pronto Italia III Choosing Customers 9. Target Market Selection and Product Positioning 10. Warner-Lambert Ireland: Niconil 11. TIVO 12. New Beetle 13. Aqualisa Quartz: Simply a Better Shower 14. Documentum, Inc. IV Communicating Value 15. Integrated Marketing Communications 16. Guru.com 17. Colgate-Palmolive Company: The Precision Toothbrush 18. Launching the BMW Z3 Roadster 19. Mountain Dew: Selecting New Creative V Going to Market 20. Going to Market 21. Ring Medical 22. HP Consumer Products Business Organization: Distributing Printers via the Internet 23. Goodyear: The Aquatred Launch 24. Merrill Lynch: Integrated Choice 25. Avon.com (A) VI Capturing Value 26. Pricing: A Value Based Approach 27. Pricing and Market making on the Internet (and more...)

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