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Strategic Marketing Problems

ISBN: 9780136328605 | 0136328601
Edition: 8th
Format: Hardcover
Publisher: Simon & Schuster Adult Publishing Group
Pub. Date: 8/1/1997

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SummaryTable of Contents
Market Leader. Casebook for advanced marketing course. Excellent mix of cases by industry; students learn by "active" participation. Includes a new video package, a New section on International and a new section on building a marketing plan. Cases reflect a broad overview of marketing and applications.
Prefacexi
CHAPTER 1 Foundations of Strategic Marketing Management
1(32)
Appendix A: A Sample Marketing Plan
17(16)
... MORE33(16)
CHAPTER 3 Marketing Decision Making and Case Analysis
49(10)
CHAPTER 4 Opportunity Analysis and Market Targetting
59(100)
Sorzal Distributors
69(3)
Roger A. Kerin
Robert A. Peterson
Jones Blair Company
72(10)
Roger A. Kerin
Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatment
82(17)
Roger A. Kerin
Duncan Industries: Market Opportunities in the European Union
99(10)
Gordon H. G. McDougall
Mary Kay Cosmetics: Asian Market Entry
109(31)
John A. Quelch
Nathalie Laidler
DowBrands Ziploc(TM): The Case for Going International
140(19)
Christopher Gale
CHAPTER 5 Marketing Research
159(44)
South Delaware Coors, Inc.
166(10)
James E. Nelson
Eric J. Karson
Soft and Silky Shaving Gel
176(8)
Roger A. Kerin
MacTec Control AB
184(8)
James E. Nelson
Bateson Battery Chargers
192(11)
James E. Nelson
CHAPTER 6 Product and Service Strategy and Management
203(94)
Zoecon Corporation: Insect Growth Regulators
216(11)
Roger A. Kerin
Larry Smith
Frito-Lay's(R) Dips
227(12)
Roger A. Kerin
Jeanne Bertels
Perpetual Care Hospital: Downtown Health Clinic
239(12)
Roger A. Kerin
Citibank: Launching the Credit Card in Asia Pacific (A)
251(20)
V. Kasturi Rangan
Procter & Gamble, Inc.: Scope
271(13)
Gordon H. G. McDougall
Franklin Ramsoomair
Swisher Mower and Machine Company
284(13)
Roger A. Kerin
Wayne Swisher
CHAPTER 7 Integrated Marketing Communication Strategy and Management
297(86)
Carrington Furniture, Inc. (A)
307(11)
Roger A. Kerin
Carrington Furniture, Inc.(B)
307(11)
Roger A. Kerin
Cadbury Beverages, Inc.: CRUSH(R) Brand
321(15)
Roger A. Kerin
PepsiCo Restaurants International
336(16)
Roger A. Kerin
Price Waterhouse
352(13)
Roger A. Kerin
Godiva Europe
365(18)
Jean-Jacques Lambin
CHAPTER 8 Marketing Channel Strategy and Management
383(70)
Dell Computer Corporation: The Higher Education Market
393(14)
Robert A. Peterson
Konark Television India
407(12)
James E. Nelson
Piyush K. Sinha
Goodyear Tire and Rubber Company
419(12)
Roger A. Kerin
Apex Life Canada
431(13)
Elizabeth M. A. Grasby
Michael J. Carter
Masterton Mills, Inc.
444(9)
Roger A. Kerin
CHAPTER 9 Pricing Strategy and Management
453(80)
Southwest Airlines
462(20)
Roger A. Kerin
Burroughs Wellcome Company: Retrovir
482(12)
Roger A. Kerin
Angela Bullard
Atlas Electronics Corporation
494(13)
Roger A. Kerin
Augustine Medical, Inc.: The Bair Hugger(R) Patient Warming System
507(10)
Roger A. Kerin
Michael Gilbertson
William Rudelius
North Pittsburgh Telephone Company
517(6)
Michael Pearce
Texas Instruments: Global Pricing in the Semiconductor Industry
523(10)
Per V. Jenster
B. Jaworski
Michael Stanford
CHAPTER 10 Marketing Strategy Reformulation: The Control Process
533(48)
The Circle K Corporation
542(11)
Roger A. Kerin
Solartronics Corporation
553(6)
Roger A. Kerin
Macon Institute of Art and History
559(10)
Roger A. Kerin
The 3M Telecom Systems Division: Fibrlok(TM) Splice
569(12)
Robert A. Peterson
CHAPTER 11 Comprehensive Marketing Programs
581(104)
Show Circuit Frozen Dog Dinner
586(11)
Roger A. Kerin
Frito-Lay, Inc.: Sun Chips(TM) Multigrain Snacks
597(17)
Roger A. Kerin
Kenneth R. Lukaska
CIMA Mountaineering, Inc.
614(18)
Lawrence M. Lamont
Colgate-Palmolive Canada: Arctic Power Detergent
632(19)
Gordon H. G. McDougall
Douglas Snetsinger
FEMSA Cerveza: SQL in the UK
651(18)
Carlos Ruy Martinez
John Hulland
David Ager
Blair Water Purifiers India
669(16)
James E. Nelson
APPENDIX Preparing a Written Case Analysis685(16)
Republic National Bank of Dallas--NOW Accounts685(10)
Roger A. Kerin
Student Analysis: Republic National Bank of Dallas--Now Accounts695(6)
Selected Glossary of Marketing Terms and Concepts701(4)
Subject Index705(12)
Company Index717(4)
Brand Index721

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