Focusing on the major decision-making challenges facing marketing managers in the late 1990s, this text's cases include a broad range of companies. It reflects marketing management priorities: market orientation, growth strategies, and target market strategies.
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McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
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Maße
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ISBN-13
978-0-256-13689-0 (9780256136890)
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Autor*in
Boston College, The Wallace E. Carrol School of Management, USA
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Part 1 Marketing overview: Coca-Cola (Japan) Company; Battered Women Fighting Back!; California Valley Wine Company; MRBS Corporation; The Metropolitan Museum of Art; Dairy Breeders International Inc. Part 2 Market orientation: Navistar International Transportation; Rogers, Nagel, Langhart (RNLPC) Architects and Planners; Quality Plastics International; Bancomext; Food Lion Inc; Ohmeda Monitoring Systems. Part 3 Growth strategies: Golden Valley Microwave Foods Inc; Blockbuster Entertainment Corporation; Metropol Base-Fort Security group; Angostura Bitters Inc; American Greetings; The Faith Mountain Company. Part 4 Target market strategies: Amtech Corporation; Highlights for Children Inc; LA Gear Inc; Bateson Battery Chargers; LoJack Corporation; Algonquin Power and Light Company.
