Strategic Marketing Management Cases w/Excel Spreadsheets - Brossura

Cravens, David; Lamb, Charles; Crittenden, Victoria

Brossura

ISBN 10: 0072514825 ISBN 13: 9780072514827

Casa editrice: McGraw-Hill Education, 2001

Riassunto

Strategic Marketing Management Cases is a versatile collection of approximately 45 cases. This casebook has a decision-making focus and addresses the challenges facing marketing managers today. It is organized to reflect the priorities of a marketing manager: market orientation, growth strategies and target market strategies.

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Contenuti

Part 1 Market Orientation and Organizational Learning

Case1-1: Enterprise Rental-A-Car: Selling the Dream (video case)

Case1-2: Medical Products Inc.: Developing New Products for the 21st Century

Case1-3: The Boston Red Sox

Case1-4: Battered Women Fighting Back!

Case1-5: Filterfresh

Case1-6: The Metropolitan Museum of Art

Case1-7: Bear Creek Golf Range

Case1-8: E-Business: Sun Microsystems Inc.--"Sun's Bid to Rule the Web"

Part 2 Marketing Program Development

Case2-1: Dunkin' Donuts (video case)

Case2-2: Medical Products Inc.: The "Wolverine" Project

Case2-3: L'Oreal Nederland B.V.

Case2-4: The New York Islanders Hockey Club, Inc.

Case2-5: Pfizer, Inc. Animal Health Products (A)

Case2-6: Apache Power, Inc.

Case2-7: E-Business: Oracle Corp.--"Why It's Cool Again"

Part 3 Growth Strategies

Case3-1: Rollerblade, Inc.: Doing Business in a Mature Market (video case)

Case3-2: Blair Water Purifiers India

Case3-3: SystemSoft Corporation

Case3-4: Transvit of Novgorod, Russia

Case3-5: Shorin-Ryu Karate Academy

Case3-6: Taurus Hungarian Rubber Works

Case3-7: E-Business: Vignette Corp.--"Making the Web Go"

Part 4 Innovation and Strategic Brand Management

Case4-1: Coca-Cola(Japan)Company (video case)

Case4-2: The American Express Corporate Purchasing Card

Case4-3: The Quaker Oats Company, Gatorade, and Snapple Beverage

Case4-4: Cruisers

Case4-5: Cima Mountaineering, Inc.

Case4-6: Murphy Brewing Ireland, Limited

Case4-7: Slendertone (A)

Case4-8: E-Business: AOL Time Warner--"Welcome to the 21st Century"

Part 5 Supply Chain Management and Partnership Alignment

Case5-1: Aligator Records (video case)

Case5-2: Electro-Products Limited

Case5-3: Konark Television India

Case5-4: San Miguel Corporation--Specialty Products Group

Case5-5: Camar Automotive Hoist

Case5-6: Wentworth Industrial Cleaning Supplies

Case5-7: E-Business: Avon Products, Inc.--"The New Calling"

Part 6 Cross-Functional Integration

Case6-1: Navistar International Transportation Corporation (video case)

Case6-2: Floral Farms

Case6-3: The National Bicycle Industrial Co.

Case6-4: Powtron Corporation

Case6-5: Chemical Additives Corporation--Specialty Products Group

Case6-6: Southern Home Developers

Case6-7: Quality Plastics International S.A. de C.V.

Case6-8: E-Business: Intel--"The New Intel"

Part 7 Implementing Marketing Plans and Assessing Performance

Case7-1: CUTCO International (video case)

Case7-2: The Bacova Guild, Ltd.

Case7-3: Pfizer, Inc. Animal Health Products (B)

Case7-4: Calloway Golf Company

Case7-5: Wind Technology

Case7-6: Slendertone (B)

Case7-7: Longevity Healthcare Systems, Inc.

Case7-8: E-Business: Amazon.com, Inc.--"Can Amazon Make It?"

Appendix A Marketing Financial Analysis

Appendix B Guide to Case Analysis

Index of Cases

Product Description

Book by CravensDavid LambCharles CrittendenVictoria

Dettagli dell?edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2001
• Lingua: Inglese
• ISBN 10: 0072514825
• ISBN 13: 9780072514827
• Rilegatura: Copertina flessibile
• Numero di pagine: 696
• Contatto del produttore: non disponibile