CONTENTS 1
Marketing Strategy—An Overview (9-500-005) 1
Tesco Plc.(9-503-036) 23
Warner-Lambert Ireland:Niconil(9-593-008) 43
Creating Value(9-501-039) 59
Xerox:Book-In-Time(9-599-119) 65
Omnitel Pronto Italia(9-501-002) 83
Market Segmentation,Target Market Selection and Product Positioning (9-501-018) 107
TiVo(9-501-038) 113
Aqualisa Quartz:Simply a Better Shower (9-502-030) 129
Integrated Marketing Communications (9-599-087) 149
Colgate-Palmolive Company:The Precision Toothbrush (9-593-064) 163
Going to Market (9-599-078) 187
Goodyear:The Aquatred Launch (9-594-106) 197
Avon.com(A)(9-503-016) 221
Avon.com(B)(9-503-041) 237
Pricing:A Value-Based Approach(9-500-071) 239
Brands and Branding (9-503-045) 249
UNICEF(9-503-032) 261
Note on Customer Management (9-501-044) 289
Fabtek(A)(9-592-095) 295
Fabtek(B)(9-592-096) 311
Starbucks:Delivering Customer Service (9-504-016) 313
Sustaining Value(9-501-045) 333
Zucamor S.A.:Global Competition in Argentina(9-599-096) 343