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Cases in Marketing Management

Cases in Marketing Management - 7th edition

ISBN13: 978-0256204643

Cover of Cases in Marketing Management 7TH 97 (ISBN 978-0256204643)
ISBN13: 978-0256204643
ISBN10: 0256204640
Cover type:
Edition/Copyright: 7TH 97
Publisher: Richard D. Irwin, Inc.
Published: 1997
International: No

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Cases in Marketing Management - 7TH 97 edition

ISBN13: 978-0256204643

Kenneth L. Bernhardt

ISBN13: 978-0256204643
ISBN10: 0256204640
Cover type:
Edition/Copyright: 7TH 97
Publisher: Richard D. Irwin, Inc.

Published: 1997
International: No
Summary

The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom. 2. The quality and diversity of the cases offered--not everyone can write a good case. 3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only. These strengths certainly remain and are augmented in the seventh edition.
40% of the cases are new or updated. The reviewers gave us consistent feedback on the cases that should be replaced or updated.
The authors added more global and ethics cases. Reviewers responded well to this in the sixth edition so have continued to incorporate this kind of case material.
We replaced some of the product cases with service cases. A majority of the market is looking for a balance between examples of goods and services. The industries that seem to be the most popular include health, entertainment, and hospitality which are all included in Bernhardt/Kinnear.
The seventh edition has more coverage of soft technologies: the World Wide Web, software companies, etc... Because technology changes so rapidly, we also replaced replace some of the existing tech cases with newer ones (i.e. Lotus, American Airlines).

Table of Contents

PART I AN ORIENTATION TO THE CASE METHOD

PART II INTRODUCTION TO MARKETING DECISION MAKING

1. General Motors: Cadillac
2. Kitchen Aid Small Appliances: Central Europe
3. Compaq Computer Corporation
4. Exercise on Financial Analysis for Marketing Decision Making

PART III. MARKETING INFORMATION AND FORECASTING

5. The Atlanta Journal and Constitution
6. Greenwood Federal Savings & Loan
7. AGT, Inc.
8. Modern Plastics

PART IV. PRODUCT AND BRAND MANAGEMENT DECISIONS

9. Machine Vision International
10. Voice Mail Around the World
11. Schweppes Raspberry Ginger Ale
12. Kmart Corporation
13. Electrohome (A): Projection Systems Division

PART V. DISTRIBUTION DECISIONS

14. Chaebol Electronics Company, U. S.
15. Ito-Yokado Company
16. Levi Strauss, Japan K. K.

PART VI. PROMOTION DECISIONS

17. South-West Pharmaceutical Company
18. Suburban CableVision
19. Rich's Department Store
20. Exercise in Print Advertising Assessment
21. The Customer-Focus Challenges of Integrated Marketing Communications at CCH
22. Allied Food Distributors
23. Outdoor Sporting Products, Inc.

PART VII. PRICING DECISIONS

24. Techtronics Limited
25. Big Sky of Montana, Inc.
26. Procter & Gamble Inc.: Downy Enviro-Pak

PART VIII. PUBLIC POLICY AND ETHICAL ASPECTS OF MARKETING

27. Nestle and The Infant Food Controversy
28. Intermark: Designing UNICEF's Oral Rehydration Program In Zambia
29. Country Lass Fashions

PART IV. MARKETING PROGRAMS STRATEGY

30. Virgin Atlantic Airways
31. Dutch Food Industries Company
32. Quaker State
33. L. A. Gear
34. Lingerity Healthcare Systems, Inc.
35. CIMA Mountaineering, Inc.

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