Marketing challenges : cases & exercises
Material type:
TextSeries: McGraw-Hill series in marketingPublication details: New York : McGraw-Hill, ©1993Edition: 3rd editionDescription: xxxix, 628 pages : illustrationsISBN: 9780071125130; 0071125132 Subject(s): Marketing -- Case studiesDDC classification: 658.8 | Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Reference Books
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Main Library Reference | Reference | 658.8 LOV (Browse shelf(Opens below)) | Available | 006491 |
Browsing Main Library shelves, Shelving location: Reference, Collection: Reference Close shelf browser (Hides shelf browser)
| 658.8 LEV The guerrilla marketing handbook | 658.8 LOM Analysis and evaluation 2007-2008 | 658.8 LOM Analysis and evaluation 2007-2008 | 658.8 LOV Marketing challenges : cases & exercises | 658.8 LOV Services Marketing: People, Technology, Strategy | 658.8 LOV Services marketing : | 658.8 MAC Applications in basic marketing : clippings from the popular business press |
Part 1: The nature of marketing --
1. The Chevrolet corvette / Frank Conley, Nancy Trap, and Paul W. Farris --
2. McDonald's: the greening of the golden arches / Sandra Vandermerwe and Marika Taishoff --
3. Hurricane Island outward bound school / Bruce H. Clark and Thomas V. Bonoma --
4. Winkleman manufacturing company / Jim Dooley and William L. Weis --
5. Evergreen paper company / David Carter-Whitney, Richard W. Pollay, and Charles B. Weinberg --
Part 2: Market selection --
6. Tendercare disposable diapers / James E. Nelson --
7. Health systems inc. / Penny Pittman Merliss and Christopher H. Lovelock --
8. Curtis automotive hoist / Gordon H.G. McDougall --
9. Asian food importers of America / Katherine Gallagher and Charles B. Weinberg --
Part 3: Product policy --
10. Cochlear bionic ear / Sandra Vandermerwe and Marika Taishoff --
11. B.C. Packers / Craig R. Pollack and Charles B. Weinberg --
12. The Parker house / Robert J. Kopp, Penny Pittman Merliss, and Christopher H. Lovelock --
13. Singapore airlines / Sandra Vandermerwe and Christopher H. Lovelock --
14. Loblaws / Gordon H.G. McDougall and Douglas Snetsinger --
Part 4: Distribution channels and delivery systems --
15. Granville Island brewing company / Shirley F. Taylor and John D. Claxton --
Jordan A/S / David H. Hover, Per V. Jenster, and Kamran Kashani --
17. Sullivan's auto world / Christopher H. Lovelock --
18. Baybank systems, inc. / Christopher H. Lovelock --
19. Thompson respiration products, inc. / James E. Nelson and William R. Woolridge --
Part 5: Advertising and promotions --
20. Vancouver public aquarium / Grant N. Poeter and Charles B. Weinberg --
21. Montecito state college / Christopher H. Lovelock --
22. Castle coffee company, I / William F. Massay, David B. Montgomery, and Charles B. Weinberg --
Colgate Palmolive: Cleopatra / Sandra Vandermerwe and J. Carter Powis --
24. E.I. DuPont de Nemours & Co., Inc. / Jonathan Guiliano and Cornelius A. deKluyver --
Part 6: Personal selling and account management --
25. Mediquip S.A. / Kamran Kashani --
BT: Telephone account management / Martin Bless and Christopher H. Lovelock --
27. First National bank / Christopher H. Lovelock --
28. Crestlight paper company / Kenneth Simmonds --
Part 7: Pricing --
29. Cascade foods / Charles B. Weinberg --
30. Southwest airlines / Christopher H. Lovelock --
31. Columbia plastics division of Fraser industries, inc. / Charles B. Weinberg --
32. Jacobs Suchard: Nabob summit / John R. Oldland --
Part 8: Marketing research --
33. Lausanne tourist office and convention bureau / Christopher H. Lovelock, Kimberly A. Bechler, and Dominique Turpin --
34. Mactec control AB / James E. Nelson --
35. Hinesbury Mills, I / Christopher H. Lovelock and Gerald J. Eskin --
36. Ethical dilemmas in marketing research / Charles B. Weinberg --
Part 9: Strategic market planning --
37. Air BP: Aviation service centers / Christopher H. Lovelock --
38. O & E farm supply / Thomas F. Funk, E. Gimpel, and O. Guindo --
39. Water conservation in Palo Alto / Peter T. Hutchison, Don E. Parkinson, and Charles B. Weinberg --
40. Kirin Brewery Co., LTD.: The dry beer war / Dominique Turpin, Christopher H. Lovelock and Joyce Miller --
41. Norton company / Francis Aguilar --
Part 10: Organizing and implementing the marketing effort --
42. Dunfey hotels corporation / Robert J. Kopp and Christopher H. Lovelock --
43. Knowles products: brand management system / Charles B. Weinberg --
44. Federal express quality improvement program / Christopher H. Lovelock --
45. Alias research inc. / Douglas Snetsinger and Susan Spencer --
46. The lively arts at Hanson, I / Kenneth Shachmut and Charles B. Weinberg.
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