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Full Description
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.
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
Hyundaicard's Marketing Strategy
TerraCycle Inc.
3. Data Warehousing
AIR MILES Canada: Rebranding the Air Miles Reward Program
Conroy's 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
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 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 '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. 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
