Marketing Management: Text and Cases
Published on 16. July 2001
Book
Paperback/Softback
392 pages
978-0-07-112328-0 (ISBN)
Description
This is a Harvard casebook that is appropriate for the rigorous end of the spectrum in Marketing Management courses. The overall framework of this text is clean and easy to follow, focusing more on strategy in covering the marketing process and less on research and implementation. This makes the discussion of the marketing mix much more coherent for professors to teach and students to learn.
More details
Edition
International student edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
notes
Dimensions
Height: 252 mm
Width: 201 mm
Thickness: 23 mm
Weight
907 gr
ISBN-13
978-0-07-112328-0 (9780071123280)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Person
Since 1984, Harvard Business School Press has been dedicated to publishing the most contemporary management thinking, written by authors and practitioners who are leading the way. Whether readers are seeking big-picture strategic thinking or tactical problem solving, advice in managing global corporations or for developing personal careers, HBS Press helps fuel the fire of innovative thought. HBS Press has earned a reputation as the springboard of thought for both established and emerging business leaders.
Content
I: Introduction to the Marketing Process N1. Note on Marketing Strategy (Dolan) N2. Note on Low Tech Marketing Math (Dolan) C1. Sealed Air (Dolan) C2. Tweeter (Gourville) C3. Warner-Lambert Ireland: Niconil (Quelch) C4. The Aravind Eye Hospital (Rangan) C5. Black and Decker Corporation (Dolan) II.Product Policy N3. Product Policy Note (Dolan) C6. Northern Telecom (A); Northern Telecom (B) (Dolan) C7. The Swatch Group: On Internet Time (Wathieu) C8. Net.Genisis, Inc. (Dolan) C9. BARCO (Moriarty) C10. Population Services Int'l. (Rangan) C11. Goodyear: The Aquatred Launch (Quelch) C12. L'Oreal of Paris: Bringing "Class to Mass" with Plenitude (Dolan) III.Going to Market N4. Going to Market Note (Dolan) C13. U.S. Pioneer Electronics (Takeuchi) C14. Rohn and Haas (A) (Rangan) C15. Calyx and Corolla (Salmon) C16. HP Consumer Products (Lal) C17. Pizza Hut, Inc. (Kaufmann) C18. Priceline.com: Name Your Own Price (Dolan) C19. Biopure Corporation (Gourville) IV.Integrated Marketing Communications N5. Integrated Marketing Communications Note (Dolan) C20. Suave (Albion) C21. Colgate-Palmolive Company: The Precision Toothbrush (Quelch) C22. Dentrite (Cespedes) C23. Henkel Group: Umbrella Branding and Globalization Decisions (Dolan) C24 Alloy, Inc. (Deighton) C25. Launching the BMW-Z3 Roadster (Dolan/Fournier) V.Pricing Policy N6. Policy: A Value-based Approach(Dolan) N7. Pricing and market Making on the Internet (Dolan/Moon) C26. Cumberland Metals (Shapiro) C27. Eastman Kodak Company (Dolan) C28. Becton Dickinson and Company (Cespedes/Rangan) C29. On-Sale (Moon) C30 Coca-Cola's New Vending Machine (A): Pricing to Capture Value, or Not? (King/Narayandas)