cases and comments Kerin, Roger A. Primary Author Peterson, Robert A. Additional Author mixed material bibliography Upper Saddle River Prentice Hall 1998 en English

Printed Material

xii, 723 p. : exh., cases, gloss., subject index ; TABLE OF CONTENTS 1. Foundations of Strategic Marketing Management. Appendix A: A Sample Marketing Plan. 2. Financial Aspects of Marketing Management. 3. Marketing Decision Making and Case Analysis. 4. Opportunity Analysis, Market Segmentation, and Market Targeting. Sorzal Distributors. Jones-Blair Company. eBay’s Globalization Strategy. Camar Automotive Hoist. Vector Marketing Corporation: Growth Drivers. Frito-Lay® Dips. South Delaware Coors, Inc. 5. Product and Service Strategy and Brand Management. Dr. Pepper/Seven Up, Inc.: Squirt® Brand. Zoëcon Corporation: Insect Growth Regulators. Soft and Silky Shaving Gel. Perpetual Care Hospital: Downtown Health Clinic. Procter & Gamble, Inc.: Scope. Frito Lay Company: Cracker Jack. Swisher Mower and Machine Company: Evaluating a Private Brand Opportunity. 6. Integrated Marketing Communication Strategy and Management. Carrington Furniture, Inc. (A). Carrington Furniture, Inc. (B). Cadbury Beverages, Inc.: Crush® Brand. Drypers Corporation: National Television Advertising Campaign. Craft Marine Corporation. Godiva Europe. Make-up Art Cosmetics Ltd. 7. Marketing Channel Strategy and Management. Gateway, Inc. Golf Logix: Measuring the Game of Golf. Goodyear Tire and Rubber Company. Steel Door Technologies. Masterton Carpet Mills, Inc. 8. Pricing Strategy and Management. Southwest Airlines. Superior Supermarkets: Everyday Low Pricing. Burroughs Wellcome Company: Retrovir. Leiber Light. Augustine Medical, Inc.: The Bair. Hugger® Patient Warming System. Texas Instruments: Global Pricing in the Semiconductor Industry. 9. Marketing Strategy Reformulation: The ControlProcess. Affiniscape, Inc. Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment. The Circle K Corporation. 3M Telecom Systems Division: Fibrlok™ Splice. Macon Museum of Art. 10. Comprehensive Marketing Programs. Nintendo--The Launch of Game Boy Color. Show Circuit Frozen Dog Dinner. Unilever Canada: Becel Margarine. Frito-Lay, Inc.: SunChips™ Multigrain Snacks. CIMA Mountaineering, Inc. Blair Water Purifiers India. Appendix: Preparing a Written Case Analysis. Strategic planning Case Studies Decision Making Marketing Strategy Marketing research Product management Marketing channels Marketing communication BAD 79 0136328601 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BAD 79 Ker 31692 General (General) BAD 79 Ker 27616 2004-08-25 00:00:00 2020-03-11 10:27:08 machine generated