国际商会见索即付保函统一规则 URDG 458 英汉文本PDF电子书下载

CHAPTER 1 Foundations of Strategic Marketing Management 1

Appendix:A Sample Marketing Plan 17

CHAPTER 2 Financial Aspects of Marketing Management 33

CHAPTER 3 Marketing Decision Making and Case Analysis 51

CHAPTER 4 Opportunity Analysis,Market Segmentation and Market Targeting 63

Jones·Blair Company&Roger A. Kerin 75

eBay's Globalization Strategy&Janet Fieldstein,Antonio Davila,and George Foster 85

Camar Automotive Hoist&Gordon H.G. McDougall 103

Vector Marketing Corporation:Growth Drivers&Robert A. Peterson 112

CHAPTER 5 Product and Service Strategy and Brand Management 129

Dr Pepper/Seven Up,Inc.:Squirt？ Brand&Roger A. Kerin 143

Soft and Silky Shaving Gel&Roger A. Kerin 163

Perpetual Care Hospital:Downtown Health Clinic&Roger A. Kerin 171

Frito Lay Company:Cracker Jack&Roger A. Kerin 182

Swisher Mower and Machine Company:Evaluating a Private Brand Opportunity&Roger A. Kerin and Wayne Swisher 208

CHAPTER 6 Integrated Marketing Communication Strategy and Management 221

Carrington Furniture,Inc.(A)&Roger A. Kerin 233

Carrington Furniture,Inc.(B)&Roger A. Kerin 244

Drypers Corporation:National Television Advertising Campaign&Roger A. Kerin 247

Craft Marine Corporation&Roger A. Kerin and Robert A. Peterson 256

Make-Up Art Cosmetics(M.A.C)Ltd.&Vic Casale and John S. Hulland 263

CHAPTER 7 Marketing Channel Strategy and Management 277

Gateway,Inc.&Roger A. Kerin 289

Golf Logix:Measuring the Game of Golf&John T. Gourville and Jerry N. Conover 303

Masterton Carpet Mills,Inc.&Roger A. Kerin 325

CHAPTER 8 Pricing Strategy and Management 333

Southwest Airlines&Roger A. Kerin 343

Superior Supermarkets:Everyday Low Pricing&Roger A. Kerin 363

Texas Instruments:Global Pricing in the Semiconductor Industry&Per V. Jenster,B. Jaworski,and Michael Stanford 375

CHAPTER 9 Marketing Strategy Reformulation:The Control Process 385

Affiniscape,Inc.&Robert A. Peterson 394

Pharmacia ＆ Upjohn,Inc.:Rogaine Hair Regrowth Treatment&Roger A. Kerin 401

The Circle K Corporation&Roger A. Kerin 418

Macon Museum of Art&Roger A. Kerin 429

CHAPTER 10 Comprehensive Marketing Programs 439

Nintendo:The Launch of Game Boy Color&Robert Fisher and Adrian Ryans 444

Show Circuit Frozen Dog Dinner&Roger A. Kerin 456

Unilever Canada:Becel Margarine&Phil Connell and Peggy Cunningham 467

CIMA Mountaineering,Inc.&Lawrence M. Lamont 479

Blair Water Purifiers India&James E. Nelson 496

APPENDIX:Glossary of Selected Marketing Terms and Concepts 511