Marketing Management Text and Cases - Rilegato

Lal, Rajiv

Rilegato

ISBN 10: 0072967625 ISBN 13: 9780072967623

Casa editrice: McGraw-Hill Higher Education, 2004

Riassunto

Marketing Management Text and Cases, 1/e includes a new collection of cases from Harvard Business School. HBS sets the standard for effective case writing and teaching and provides here the latest cases in Marketing Management.

Su questo libro

Contenuti:

I Introduction

1.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

28. Coca-Cola’s New Vending Machine (A): Pricing To Capture Value, or Not?

29. Tweeter etc.

30. DHL Worldwide Express

VII Branding

31. Brands and Branding

32. Charles Schwab Corp.: Introducing A New Brand

33. Heineken N.V.: Global Branding and Advertising

34. UNICEF

35. Steinway & Sons: Buying a Legend (A)

VIIIManaging Customers for Profits

36. Note on Customer Management

37. Fabtek (A)

38. Hunter Business Group: Team TBA

39. Harrah’s Entertainment Inc.

IX Sustaining Value

40. Sustaining Value

41. Koc Holding: Arcelik White Goods

42. KONE: The MonoSpace Launch in Germany

43. H-E-B Own Brands

44. Zucomor S.A.: Global Competition in Argentina

45. Dell – New Horizons

Product Description:

Book by Lal Rajiv Quelch John Rangan V Kasturi

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2004
• ISBN 10: 0072967625
• ISBN 13: 9780072967623
• Rilegatura: Copertina rigida
• Numero di pagine: 832