Marketing Management Text and Cases

by Quelch, John A.; Lal, Rajiv; Rangan, V. Kasturi

• ISBN13: 9780072967623
• ISBN10: 0072967625
• Edition: 1st
• Format: Hardcover
• Copyright: 2004-04-14
• Publisher: McGraw-Hill/Irwin

Summary

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.

Table of Contents

Preface	ix
PART ONE INTRODUCTION	1	(62)
Marketing Strategy---An Overview	3	(20)
Callaway Golf Company	23	(22)
Tesco Plc.	45	(18)
PART TWO CREATING VALUE	63	(90)
Creating Value	65	(6)
FreeMarkets OnLine	71	(18)
Xerox: Book-In-Time	89	(16)
Freeport Studio	105	(26)
Omnitel Pronto Italia	131	(22)
PART THREE CHOOSING CUSTOMERS	153	(106)
Target Market Selection and Product Positioning	155	(8)
Warner-Lambert Ireland: Niconil	163	(14)
TiVo	177	(16)
The New Beetle	193	(26)
Aqualisa Quartz: Simply a Better Shower	219	(16)
Documentum, Inc.	235	(24)
PART FOUR COMMUNICATING VALUE	259	(98)
Integrated Marketing Communications	261	(14)
Guru.com	275	(26)
Colgate-Palmolive Company: The Precision Toothbrush	301	(20)
Launching the BMW Z3 Roadster	321	(18)
Mountain Dew: Selecting New Creative	339	(18)
PART FIVE GOING TO MARKET	357	(104)
Going to Market	359	(10)
Ring Medical	369	(20)
HP Consumer Products Business Organization: Distributing Printers via the Internet	389	(12)
Goodyear: The Aquatred Launch	401	(20)
Merrill Lynch: Integrated Choice	421	(26)
Avon.com (A)	447	(14)
PART SIX CAPTURING VALUE	461	(80)
Pricing: A Value-Based Approach	463	(10)
Pricing and Market Making on the Internet	473	(20)
Coca-Cola's New Vending Machine (A): Pricing to Capture Value, or Not?	493	(6)
Tweeter etc.	499	(22)
DHL Worldwide Express	521	(20)
PART SEVEN BRANDING	541	(90)
Brands and Branding	543	(12)
Charles Schwab Corp.: Introducing a New Brand	555	(20)
Heineken N.V.: Global Branding and Advertising	575	(12)
UNICEF	587	(24)
Steinway & Sons: Buying a Legend (A)	611	(20)
PART EIGHT MANAGING CUSTOMERS FOR PROFITS	631	(60)
Note on Customer Management	633	(6)
Fabtek (A)	639	(14)
Hunter Business Group: TeamTBA	653	(14)
Harrah's Entertainment Inc.	667	(24)
PART NINE SUSTAINING VALUE	691	(112)
Sustaining Value	693	(10)
Koc Holding: Arcelik White Goods	703	(16)
KONE: The MonoSpace® Launch in Germany	719	(20)
H-E-B Own Brands	739	(20)
Zucamor S.A.: Global Competition in Argentina	759	(22)
Dell---New Horizons	781	(22)
Index	803