Cases in Marketing Management

1. Auflage 2011
ISBN: 978-1-4129-9603-7
Verlag: Sage Publications

Buch, Englisch, 560 Seiten, Format (B × H): 189 mm x 233 mm, Gewicht: 845 g

Reihe: The Ivey Casebook Series

This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a regular basis. The cases were chosen to help students apply conceptual, strategic thinking to issues in marketing management, as well as provide them with more practical operational ideas and methods.

Cases in Marketing Management is edited by Kenneth E. Clow and Donald Baack, and follows the structure and goals of their SAGE textbook Marketing Management: A Customer-Oriented Approach. It can also be used as a stand-alone text, or as a supplement to any other marketing management textbook, for instructors who want to more clearly connect theory and practice to actual cases.

A password-protected Instructor Teaching Site at www.sagepub.com/clowcmm includes teaching notes for all the cases, along with suggested answers to the end-of-case questions.

Autoren/Hrsg.

Clow, Kenneth E

Baack, Donald E

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Preface
Acknowledgments
1. The Nature of Marketing Management
Chantale and Clinton Call for Service
2. Market Analysis
GENICON: A Surgical Strike into Emerging Markets
Hyundaicard’s Marketing Strategy
TerraCycle Inc.
3. Data Warehousing
AIR MILES Canada: Rebranding the Air Miles Reward Program
Conroy’s Acura: Lifetime Customer Value and Return on Marketing
4. Building a Customer-Oriented Marketing Department
A Difficult Hiring Decision at Central Bank
Boman Communications
5. Customer Acquisition Strategies and Tactics
Ruth’s Chris: The High Stakes of International Expansion
The Ultimate Fighting Championships (UFC): The Evolution of a Sport
Best Buy, Inc.: Dual Branding in China
6. Pricing
Hanson Production: Pricing for Opening Day
Sy.Med Development, Inc.
Arvind Mills: Re-Evaluating Profitability
7. Advertising, Alternative and Direct Marketing
La Hacienda Del Sol
Shoppers Stop: Targeting the Young
Eat2Eat.com
8. Sales Promotions
SC Johnson: Planning Coupon Promotions
Phillips Food, Inc.: Introducing King Crab to the Trade
Boots: Hair Care Sales Promotion
9. Personal Selling
Global Source Healthcare: Allocating Sales Resources
Spectrum Brands, Inc.: The Sales Force Dilemma
BioMed Co. Ltd.: Designing a New Sales Compensation Plan
10. Internal Communications
Retail Execution: Linens ’N Things
GDR versus Kodak: Bart Film Scanner
11. External Communications
Walmart Puerto Rico: Promoting Development through a Public-Private Partnership
"Hips Feel Good": Dove’s Campaign for Real Beauty
New Balance: Developing an Integrated CSR Strategy
12. Distribution and Supply Chain Management
YvesCreations, LLC.: Alex Goes to Hollywood
Eureka Forbes, Ltd: Growing the Water Purifier Business
Kraft Foods: The Coffee Pod Launch
13. Web Site and Internet Management
Entrepreneurs at Twitter: Building a Brand, a Social Tool, or a Tech Powerhouse?
Anduro Marketing: Internet Services vs. Software Sales
Molson Canada: Social Media Marketing
14. Customer Retention and Recovery
Ten Thousand Villages of Cincinnati: The First Year and Beyond
Personal Shoppers at Sears: The Elf Initiative
15. Marketing Control
Microsoft and the Xbox 360 Ring of Death
Kenexa
About the Editors

Über Autor(innen)

Clow, Kenneth E
Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.

Baack, Donald E
Donald Baack holds the rank of University Professor of Management at Pittsburg State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory.

Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management Inquiry, Journal of Customer Service in Marketing, Journal of Professional Services Marketing, Journal of Global Awareness, Journal of Business Ethics, Journal of Euromarketing, Journal of Nonprofit and Public Sector Marketing, and the Journal of Advertising Research.

Dr. Baack has authored Organizational Behavior (Dame), International Business (Glencoe/McGraw-Hill), Integrated Advertising, Promotion, and Marketing Communications (Prentice Hall, with co-author Kenneth D. Clow), and Marketing Management and Cases in Marketing Management (SAGE, also with Kenneth D. Clow). Clow and Baack also wrote the Concise Encyclopedia of Advertising (Haworth). Baack and his son Daniel W. Baack recently prepared a series of 10 modules entitled "Ethics Across the Curriculum" for Pearson Custom Publishing. He also published three popular press books in the area of romance/self help.