Cases in marketing management
- 其他作者: Clow, Kenneth E. , Baack, Donald.
- 出版: Thousand Oaks, Calif. : SAGE c2012.
- 稽核項: ix, 523, [21] p. :ill. ;24 cm.
- 標題: Marketing , Management , Marketing Management -- Case studies.
- ISBN: 1412996031 , 9781412996037
- 試查全文@TNUA:
- 附註: 100年度教育部購置教學研究相關圖書儀器及設備計畫. Includes bibliographical references. Machine generated contents note: 1.The Nature of Marketing Management -- Chantale and Clinton Call for Service -- 2.Market Analysis -- Genicon: A Surgical Strike Into Emerging Markets -- HyundaiCard's Marketing Strategy -- TerraCycle, Inc. -- 3.Data Warehousing -- Air Miles Canada: Rebranding the Air Miles Reward Program -- Conroy's Acura: Customer Lifetime Value and Return on Marketing -- 4.Building a Customer-Oriented Marketing Department -- A Difficult Hiring Decision at Central Bank -- Boman Communications -- 5.Customer Acquisition Strategies and Tactics -- Ruth's Chris: The High Stakes of International Expansion -- The Ultimate Fighting Championships (UFC): The Evolution of a Sport -- Best Buy Inc. -- Dual Branding in China -- 6.Pricing -- Hanson Production: Pricing for Opening Day -- Sy.Med Development, Inc. -- Arvind Mills: Re-Evaluating Profitability -- 7.Advertising, Alternative and Direct Marketing -- La Hacienda del Sol -- Shoppers Stop -- Targeting the Young -- Eat2Eat.com -- 8.Sales Promotions -- SC Johnson: Planning Coupon Promotions -- Phillips Foods, Inc.: Introducing King Crab to the Trade -- Boots: Hair-Care Sales Promotion -- 9.Personal Selling -- Global Source Healthcare: Allocating Sales Resources -- Spectrum Brands, Inc. -- The Sales Force Dilemma -- Biomed Co., Ltd.: Designing a New Sales Compensation Plan -- 10.Internal Communications -- Retail Execution: Linens 'n Things -- GDR Versus Kodak -- Bart Film Scanner -- 11.External Communications -- Walmart Puerto Rico: Promoting Development Through a Public-Private Partnership -- "Hips Feel Good" -- Dove's Campaign for Real Beauty -- New Balance: Developing an Integrated CSR Strategy -- 12.Distribution and Supply Chain Management -- YvesCreations LLC: Alex Goes to Hollywood -- Eureka Forbes Ltd.: Growing the Water Purifier Business -- Kraft Foods: The Coffee Pod Launch -- 13.Website and Internet Management -- The Entrepreneurs at Twitter: Building a Brand, a Social Tool, or a Tech Powerhouse?
- 電子資源: https://dbs.tnua.edu.tw/login?url=http://swbplus.bsz-bw.de/bsz349029466inh.htm
- 系統號: 005063199
- 資料類型: 圖書
- 讀者標籤: 需登入
- 引用網址: 複製連結
This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a regular basis. The cases were chosen to help students apply conceptual, strategic thinking to issues in marketing management, as well as provide them with more practical operational ideas and methods. Cases were chosen from around the world, from small and large corporations, and include household names such as Twitter, Best Buy, Ruth's Chris, and Kraft Foods. The majority of the cases are very recent (from 2009 or later). Each chapter begins with an introductory review of the topic area prior to the set of cases, and questions are included after each case to help students to think critically about the material. Cases in Marketing Management is edited by Kenneth E. Clow and Donald Baack, and follows the structure and goals of their textbook Marketing Management: A Customer-Oriented Approach. It can also be used as a stand-alone text, or as a supplement to any other marketing management textbook, for instructors who want to more clearly connect theory and practice to actual cases.
來源: Google Book
來源: Google Book
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