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Managing Marketing Text, Cases, and Readings cover
  • ISBN: 9780029037201
  • ISBN10: 0029037204

Managing Marketing Text, Cases, and Readings

by Thomas V. Bonoma

  • List Price: $45.00
  • Binding: Hardcover
  • Publisher: Simon & Schuster
  • Publish date: 05/01/1984
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Contents PrefaceAcknowledgmentsQuestions and Answers about Case LearningPlan of the BookI. Managing Marketing: An Introduction1 Introductory Note2 Case 1. Computer Devices, Incorporated3 Case 2. Atlantic Aviation Corporation: Westwind Division4 Case 3. The Gillette Company: Personal Care DivisionII. Marketing Actions: Managing Marketing's Subfunctions5 Introductory Note6 Case 4. Sales Force Management: Kramer Pharmaceuticals, Inc.7 Case 5. New Product Development: National Mine Service Company (A)8 Case 5. National Mine Service Company (B)9 Case 6. Trade Shows: National Mine Service Company (C)10 Note. Get More Out of Your Trade Shows11 Case 7. Pricing: The Hertz Corporation12 Case 8. Distribution I: Concept Devices, Incorporated13 Case 9. Distribution II: Binney and Smith, Incorporated14 Case 10. Summary Case/Sales Force Management II: Frito-Lay, Incorporated (A)15 Managing Marketing: Exercise IIII. Managing Marketing Programs16 Introductory Note17 Case 11. Program Management I: Frito-Lay, Incorporated (C)18 Case 12. Program Management II: North American Philips Lighting Corporation19 Case 13. Program Management III: Decimalization of the Currency in Great Britain20 Case 14. Managing Key Customers I: American Telephone and Telegraph Company Long Lines Department -- National Account Selling (AMC) (A)21 Case 14. American Telephone and Telegraph Company Long Lines Department -- National Account Selling (B)22 Note. Major Sales: Who Really Does the Buying?23 Case 15. Managing Key Customers II: Applicon, Incorporated24 Case 16. Managing Key Customers III: American Telephone and Telegraph Company Long Lines Department -- Charter Financial Corporation25 Case 17. From Programs to Policies: Alcan Aluminum Corporation -- Building Products Division26 Managing Marketing: Exercise IIIV. Managing Marketing Systems and Policies27 Introductory Note28 Case 18. Marketing Culture and Theme: Benco, Incorporated (A)29 Note. Market Success Can Breed "Marketing Inertia"30 Case 19. Marketing Organization: Benco, Incorporated (B)31 Case 20. The Marketing Audit I: Benco, Incorporated (C)32 Case 21. The Marketing Audit II: Macon Prestressed Concrete Company, Inc. (A)33 Case 21. Macon Prestressed Concrete Company, Inc. (B)34 Case 22. The Marketing Audit III: Macon Prestressed Concrete Company, Inc. (C)35 Case 23. Allocation and Control: Merrill Lynch Pierce Fenner & Smith Inc. (A)V. Integration and Conclusion36 Introductory Note37 Case 24. Summary Case: National Central Bank38 Managing Marketing: Exercise III39 Summary Note. The Nature of Marketing Practice: Contributions from the LiteratureIndex of Cases
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