- Pub. Date:
- 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 implementing and executing the marketing process. This text represents a new generation of the previous Bonoma & Kosnik book.
|Publisher:||McGraw-Hill Higher Education|
|Series:||Series in Marketing|
|Product dimensions:||8.28(w) x 10.22(h) x 1.48(d)|
Table of Contents
An Introduction To Cases
An Introduction To Marketing
Basic Quantitative Analysis For Marketing
I. THE MARKETING MIX
The Marketing Mix
Hurricane Island Outward Bound School
Dominion Motors & Controls Ltd.
Mem Company Inc.
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...)