营销管理案例 英文版 第7版PDF电子书下载

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