Marketing Management Text and Cases
Published on 16. May 2004
Book
Paperback/Softback
978-0-07-124218-9 (ISBN)
More details
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 254 mm
Width: 202 mm
Thickness: 34 mm
Weight
1464 gr
ISBN-13
978-0-07-124218-9 (9780071242189)
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
Persons
Harvard Business School
V. Kasturi "Kash" Rangan is the Malcolm P. McNair Professor of Marketing at Harvard Business School. He has taught the core first-year marketing course and was its head across multiple sections (1993-1996). He has also taught the second-year elective courses on Business-to-Business Marketing and Channels-to-Market, as well as the doctoral course on Research Design. He currently teaches marketing in the Advanced Management Program for senior executives. He also teaches in the focused executive programs: Channels-to-Market, Business Marketing Strategy, and Strategic Perspectives on Nonprofit Management.
V. Kasturi "Kash" Rangan is the Malcolm P. McNair Professor of Marketing at Harvard Business School. He has taught the core first-year marketing course and was its head across multiple sections (1993-1996). He has also taught the second-year elective courses on Business-to-Business Marketing and Channels-to-Market, as well as the doctoral course on Research Design. He currently teaches marketing in the Advanced Management Program for senior executives. He also teaches in the focused executive programs: Channels-to-Market, Business Marketing Strategy, and Strategic Perspectives on Nonprofit Management.
Content
I Introduction1.Marketing Strategy - An Overview2.Callaway Golf Company3.Tesco PlcII Creating Value4. Creating Value5. Freemarkets OnLine6. Xerox: Book-In-Time 7. Freeport Studio 8. Omnitel Pronto ItaliaIIIChoosing Customers9. Target Market Selection and Product Positioning 10. Warner-Lambert Ireland: Niconil11. TIVO 12. New Beetle 13. Aqualisa Quartz: Simply a Better Shower14. Documentum, Inc. IVCommunicating Value15.Integrated Marketing Communications16.Guru.com 17.Colgate-Palmolive Company: The Precision Toothbrush18.Launching the BMW Z3 Roadster19.Mountain Dew: Selecting New CreativeVGoing to Market20.Going to Market21.Ring Medical 22.HP Consumer Products Business Organization: Distributing Printers via the Internet23.Goodyear: The Aquatred Launch 24.Merrill Lynch: Integrated Choice25.Avon.com (A)VICapturing Value26.Pricing: A Value Based Approach 27.Pricing and Market making on the Internet28.Coca-Cola's New Vending Machine (A): Pricing To Capture Value, or Not?29.Tweeter etc. 30.DHL Worldwide ExpressVIIBranding31.Brands and Branding32.Charles Schwab Corp.: Introducing A New Brand33.Heineken N.V.: Global Branding and Advertising 34.UNICEF35.Steinway & Sons: Buying a Legend (A) VIIIManaging Customers for Profits36.Note on Customer Management 37.Fabtek (A)38.Hunter Business Group: Team TBA39.Harrah's Entertainment Inc. IXSustaining Value40.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