Marketing Management : An International Perspective, Case Studies

by Kashani, Kamran

• ISBN13: 9780333750087
• ISBN10: 033375008X
• Format: Trade Paper
• Copyright: 2002-02-09
• Publisher: Red Globe Pr

Summary

Marketing Management brings together over 20 real-life case studies faced by leading international companies. This textbook is an invaluable resource for students of business and marketing, and is supported by a Tutor's Guide, based on the authors' own teaching experience.

Author Biography

Kamran Kashani and Dominique Turpin are Professors of Marketing, International Institute for Management Development, Switzerland.

Table of Contents

List of Exhibits	vii
Case Writers and Associates	xiv
Preface	xv
Acknowledgements	xvii
Introduction to Marketing	1	(52)
Introduction to Marketing	3	(50)
The Job of the Marketing Manager	3	(1)
The Marketing Mission	3	(11)
Putting It All Together	14	(1)
Cases in Section I	15	(1)
Learning Points	15	(2)
The Skisailer: Marketing a Young Investor's Dream	17	(18)
Delissa in Japan	35	(18)
Marketing Decisions: The Five `Ps'	53	(302)
Introduction: The Five `Ps'	55	(300)
Segmentation and Positioning Decisions	55	(1)
Product Management Decisions	56	(4)
Pricing Decisions	60	(4)
Distribution Decisions	64	(4)
Communication Decisions	68	(5)
Conclusions	73	(1)
Learning Points	73	(2)
Konica Corp.	75	(29)
Kirin Brewery Co. Ltd (A)	104	(30)
Daewoo Motor Company UK (A)	134	(13)
Daewoo Motor Company UK (B)	147	(13)
Interdrinks	160	(31)
Salomon: The Monocoque Ski	191	(25)
Hong Kong & Shenzhen Bank (A)	216	(6)
Hong Kong & Shenzhen Bank (B)	222	(3)
Hong Kong and Shenzhen Bank (C)	225	(16)
Hong Kong & Shenzhen Bank (D)	241	(4)
Hong Kong and Shenzhen Bank (E)	245	(2)
Hong Kong and Shenzhen Bank (F)	247	(1)
Computron Inc., 1994	248	(8)
Pharma Swede: Gastirup	256	(24)
Jordan A/S	280	(18)
GPS One-hour Service (C): Moving Abroad	298	(28)
Make Yourself Heard: Ericsson's Global Brand Campaign	326	(19)
Mediquip S.A.	345	(10)
International Marketing: Global Integration Strategy	355	(68)
International Marketing: Global Integration and Strategy	357	(66)
Forces	359	(2)
P&G Goes Global	361	(2)
Global Marketing: The Issues	363	(3)
Global Strategy: A Framework for Analysis	366	(3)
The Case of Integrated Solutions Inc.	369	(1)
Cases in Section III	370	(1)
Learning Points	371	(2)
Libby's Beverages: Um Bongo Fruit Drink	373	(38)
Hilti Corporation (A)	411	(7)
Haaks Europe	418	(5)
International Marketing: Strategy Implementation	423	(2)
International Marketing: Strategy Implementation	425	(1)
Chapter Coverage	426	(1)
Structure	426	(5)
Tasks	431	(2)
Process	433	(2)
Behavior	435	(2)
Skills	437	(2)
Cases in Strategy Implementation	439	(1)
Learning Points	440	(1)
Alto Chemicals Europe (A)	441	(12)
Alto Chemicals Europe (B)	453	(3)
Sony Europa (A)	456