Marketing Management
Text and Cases
Published on 14. April 2004
Book
Hardback
832 pages
978-0-07-296762-3 (ISBN)
Description
"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.
More details
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 261 mm
Width: 205 mm
Thickness: 38 mm
Weight
1630 gr
ISBN-13
978-0-07-296762-3 (9780072967623)
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
Content
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