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Strategic Marketing Problems : Cases and Comments,9780131871526
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Strategic Marketing Problems : Cases and Comments

by ;
Edition:
11th
ISBN13:

9780131871526

ISBN10:
0131871528
Format:
Hardcover
Pub. Date:
1/1/2007
Publisher(s):
Prentice Hall

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Summary

This best-selling book is dedicated to the development of decision-making skills in marketing. It introduces concepts and tools useful in structuring and solving marketing problems, while extensive case studies provide an opportunity for those concepts and tools to be employed in practice. Consisting of 10 chapters and 44 cases that feature contemporary marketing perspectives and practices, this book covers the topics of marketing management: its foundations; financial aspects; decision-making and case analysis; opportunity analysis, market segmentation, and market targeting; product and service strategy and brand management; integrated marketing communication strategy and management; pricing strategy and management; the control process; and comprehensive marketing programs. For marketing executives and professionals.

Table of Contents

Prefacep. ix
Foundations of Strategic Marketing Managementp. 1
A Sample Marketing Planp. 17
Financial Aspects of Marketing Managementp. 33
Marketing Decision Making and Case Analysisp. 53
Opportunity Analysis, Market Segmentation, and Market Targetingp. 65
Toucon Collections, Inc.p. 77
Zenith Pet Foods, Inc.p. 80
Shoes for MOOs, Inc.p. 91
Jones, Blair Companyp. 99
Duncan Industries: Market Opportunities in the European Unionp. 109
Frito-Lay's Dipsp. 118
South Delaware Coors, Inc.p. 130
Product and Service Strategy and Brand Managementp. 141
Dr Pepper/Seven Up, Inc.: Squirt Brandp. 157
Zoecon Corporation: Insect Growth Regulatorsp. 177
Skin-Tique Corporationp. 188
Peace Memorial Hospital: Downtown Health Clinicp. 196
Procter & Gamble, Inc.: Scopep. 207
Qingdao Haier Ltd.: Considering the Maytag Acquisitionp. 219
Frito-Lay Company: Cracker Jackp. 237
Integrated Marketing Communication Strategy and Managementp. 263
Crestfield Furniture Industries, Inc. (A)p. 275
Crestfield Furniture Industries Inc. (B)p. 287
Cadbury Beverages, Inc.: Crush Brandp. 290
Amber Inn & Suites, Inc.p. 305
Drypers Corporation: National Television Advertising Campaignp. 318
Craft Marine Corporationp. 327
Godiva Europep. 334
Marketing Channel Strategy and Managementp. 353
Hawaiian Punch: Go-to-Market Strategyp. 365
GloFish, LLCp. 377
Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunityp. 387
Goodyear Tire and Rubber Companyp. 399
Peak Garage Door, Inc.p. 411
Merton Industries: The Wholesale Distribution Decisionp. 416
Pricing Strategy and Managementp. 425
EMI Group, PLC: CD Pricing in the Recorded Music Industryp. 435
Southwest Airlinesp. 450
Superior Supermarkets: Everyday Low Pricingp. 470
Burroughs Wellcome Company: Retrovirp. 482
Virgin Mobile USA: Pricing for the Very First Timep. 494
Augustine Medical, Inc.: The Bair Hugger Patient Warming Systemp. 510
Marketing Strategy Reformulation: The Control Processp. 521
AssociationPower.Comp. 531
Pharmacia & Upjohn, Inc.: Rogaine Hair Regrowth Treatmentp. 539
Marshant Museum of Art and Historyp. 556
The Circle K Corporationp. 566
Comprehensive Marketing Programsp. 577
Dexit-A Marketing Opportunityp. 583
Frito-Lay, Inc.: Sun Chips Multigrain Snacksp. 596
Keurig at Home: Managing a New Product Launchp. 613
A.1. Steak Sauce: Lawry's Defensep. 630
Cima Mountaineering, Inc.p. 637
Graneer Systems, Inc.: India Market Entryp. 654
Kingsford Charcoalp. 669
Preparing a Written Case Analysisp. 687
Republic National Bank of Dallas: NOW Accountsp. 687
Student Analysis: Republic National Bank of Dallas: NOW Accountsp. 697
Glossary of Selected Marketing Terms and Conceptsp. 703
Subject Indexp. 709
Company and Brand Indexp. 716
Table of Contents provided by Ingram. All Rights Reserved.


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