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营销管理案例  英文版  第7版
营销管理案例  英文版  第7版

营销管理案例 英文版 第7版PDF电子书下载

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  • 电子书积分:19 积分如何计算积分?
  • 作 者:(美)肯尼斯·L.伯恩哈德特(KennethL.Bernhardt),(美)托马斯·C.肯尼尔(ThomasC.Kinnear)著
  • 出 版 社:沈阳:东北财经大学出版社;McGraw-Hill出版公司
  • 出版年份:1998
  • ISBN:7810444697
  • 页数:665 页
图书介绍:
《营销管理案例 英文版 第7版》目录

ContentsPART 1 An Orientation to the Case MethodChapter 1 Note to the Studenton the Case Method 2

Chapter 2 Introduction to Marketing Decision Making 5

Chapter 3 FinancialAnalysisforMarketingDecisionMaking 17

Chapter4 ACasewithaStudentAnalysis 25

PART 2 Introduction to Marketing Decision MakingCase 1:General Motors:Cadillac 46

Case 2:KitchenAid Small Appliances:Central Europe 72

Case 3:CompaqComputerCorporation 91

Case 4:Exercise on Financial Analysis for Marketing Decision Making 115

PART 3 Marketing Information and ForecastingCase 5:The Atlanta Journal and Constitution(A) 119

Case 6:Greenwood Federal Savings and Loan 134

Case 7:AGT,Inc. 165

Case 8:Modern Plastics(A) 173

PART 4 Product and Brand Management DecisionsCase 9:Machine Vision International 184

Case 10:Voice Mail Around the World 203

Case 11:Schweppes Raspberry Ginger Ale 222

Case 12:Electrohome(A):Projection Systems Division 234

PART 5 Distribution DecisionsCase 13:Chaebol Electronics Company,U.S. 249

Case 14:Ito-Yokado Company 261

Case 15:Levi Strauss Japan K.K. 288

Case 16:American Airlines:SABRE Reservation System in Europe 318

PART 6 Promotion DecisionsCase 17:South-West Pharmaceutical Company 349

Case 18:Suburban CableVision 359

Case 19:Rich’s Department Store 370

Case 20:Exercise in Print Advertising Assessment 394

Case 21:The Customer-Focus Challenges of Integrated Marketing Communications at CCH 395

Case 22:Allied Food Distributors 412

Case 23:Outdoor Sporting Products,Inc. 417

PART 7 Pricing DecisionsCase 24:Royale Suites 428

Case 25:TechtronicsLimited 438

Case 26:Big Sky of Montana,Inc. 442

Case 27:Procter Gamble Inc.:Downy Enviro-Pak 453

PART 8 Public Policy and Ethical Aspects of MarketingCase 28:Nestlé and the Infant Food Controversy(A) 463

Case 29:InterMark:Designing UNICEF’s Oral Rehydration Program in Zambia 490

Case 30:Country Lass Fashions 509

PART 9 Marketing Programs and StrategyCase 31:Virgin Atlantic Airways 514

Case 32:Dutch Food Industries Company 543

Case 33:Quaker State 556

Case 34:L.A.Gear 587

Case 35:Longevity Healthcare Systems,Inc. 629

Case 36:Cima Mountaineering,Inc. 646

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