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