Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010293534 | HF5415.13 C374 2012 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
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 in Marketing Management is edited by Kenneth E. Clow and Donald Baack, and follows the structure and goals of their SAGE 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.
A password-protected Instructor Teaching Site at www.sagepub.com/clowcmm includes teaching notes for all the cases, along with suggested answers to the end-of-case questions.
Table of Contents
| Preface |
| Acknowledgments |
| 1 The Nature of Marketing Management |
| Chantale and Clinton Call for Service |
| 2 Market Analysis |
| Genicon: a Surgical Strike into Emerging Markets |
| HyundaicardâÇÖs Marketing Strategy |
| TerraCycle Inc. |
| 3 Data Warehousing |
| Air Miles Canada: Rebranding the Air Miles Reward Program |
| ConroyâÇÖs Acura: Lifetime Customer 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 |
| RuthâÇÖs 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 Food, 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 âÇÖN Things |
| Gdr versus Kodak: Bart Film Scanner |
| 11 External Communications |
| Walmart Puerto Rico: Promoting Development through a Public-Private Partnership |
| "Hips Feel Good": DoveâÇÖs 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 Web Site and Internet Management |
| Entrepreneurs at Twitter: Building a Brand, a Social Tool, or a Tech Powerhouse? |
| Anduro Marketing: Internet Services vs. Software Sales |
| Molson Canada: Social Media Marketing |
| 14 Customer Retention and Recovery |
| Ten Thousand Villages of Cincinnati: The First Year and Beyond |
| Personal Shoppers at Sears: The Elf Initiative |
| 15 Marketing Control |
| Microsoft and the Xbox 360 Ring of Death |
| Kenexa |
| About the Editors |
