Marketing management text and cases

overview .

an htroduction to cases

benson p. shapiro

an introduction to marketing

benson p. shapiro, john a. quelch

basic quantitative analysis for

marketing

robert j. dolan

part 1

the marketlng mk

introduction

the marketing mix

benson p. shapiro

hurricane island outward

bound school

thomas v. bonoma, bruce h. clark

dominion motors & controls, ltd.

e. raymond corey

mem company, inc

john a. quelch

. communications policy

communications policy

stephen h. star, john a. quelch

a. mass communicarions

sunkist growers inc.

stephen a. greyser, john a. quelch

reebok international ltd.

john a. quelch, tammy bunn hiller

the massachusetts lottery

n. craig smith, john a. quelch, ron lee

british airways

john a. quelch

b. personal selling

waters chromatography division: u.s

field sales (a)

thomas v. bonoma, shirley m. spence

mcl telecommunications corporation:

vnet(a)

frank v. cespedes, joe e. king

petite playthings, inc. l984 (a)

benson p. shapiro

pridng policy

pricing policy

robert j. dolan..

computron, inc.

benson p. shapiro, ralph sorenson

cumberland metal industries: engineered

products division, 1980

benson p. shapiro, jeffrey j. sherman

federated industries (a)

robert j. dolan

hartmann luggage company:

price promotion policy

john a. quelch, penny pittman merliss

workbench pricing strategy

gwen ortmeyer, walter j. salmon

product policy

product policy

john a. quelch

suzuki samurai

john a. quelch, tammy bunn hiller

ford motor company: the product

warranty program (a)

melvyn a. j. menezes

the black & decker corporation

household products group:

brand transition

john a. quelch, minette e. drumwright

cynthia bates

procter & gamble: lenor refill

package

john a. quelch, minette e. drumwright

julie l. yao

chipman-union, inc.: odor-eaters

socks

john a. quelch, penny pittman merliss

distribution policy

distribution policy

robert j. dolan

lotus development corporation

v. kasturi rangan, thomas v. bonoma

douglas r. scott

kraft foodservice

john a. quelch, mary l. shelman

murrayhill, inc.

john a. quelch, melanie d. spencer

u.s. pioneer electronics corporation

hirotaka takeuchi, william falkson

pizza hut, inc.

patrick j. kaufmann

part2:

the marketlng process

marketing research

marketing research

robert j. dolan

xerox corporation: the customer

satisfaction program

melvyn a. j. menezes, john serbin

boston fights drugs (a)

v. kasturi rangan, jennifer f. lawrence

archdiocese of new york

stephen a. greyser, john a. quelch

chemical bank: the pronto system

john a. quelch

marketing strategy fonnularion

marketing strategy formulation

minette e. drumwright, thomas j. kosnik

note on the motorcycle industry-

ws

robert d. buzzell, nancy jackson

dev purkayastha

deere & company: industrial equipment

operations

benson p. shapiro

sealed air corporation

robert j. dolan

sealed air corporation: marketing

impacts of eliminating cfcs

n. craig smith, john a. quelch

microsoft introdution: the introduction

of microsoft works

thomas j. kosnik

clgna worldwide

john a. quelch, jonathan d. hibbard

marketing planning

marketing planning

robert j. dolan, alvin j. silk

perkin-elmer: data systems group

robert j. dolan

scandinavian airiines systems

sas(a)

sandra van der merwe

titanium industries, inc,: titanium

fabrications division (a)

benson p. shapiro, craig e. cline

chesebrough-pond's inc.: vaseline

petroleum jelly

john a. quelch, penny pittman merliss

marketing organization and

implementation

marketing organization and

implementation

john a. quelch

general foods corporation: the product

management system

jbhn a. quelch, paul w. farris

regency facsimile, inc.

melvyn a. j. menezes, jon d. serbin

ibm innovations: introduction of

theps/2

fareena sultan

black & decker corporation: spacemaker

plus coffee maker (a)

n. craig smith

rossin, greenberg, seronick & hill, inc

(a)

n. craig smith, john a. quelch

concluslon

marketing strategy-an overview

e. raymond corey

ids financial services

minette e. drumwright, thomas v.

bonoma

lifespan, inc.: abbott northwestern

hospital

melvyn a. j. menezes

loctite corporation: industrial products

group

john a. quelch

appendixes

legal restrictions on marketing

management

patrick j. kaufmann

glossary of marketing terms

richard s. tedlow

index...