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Interviews | July 4, 2009

Jill Owens: IMG Powells.com Interview: Luis Alberto Urrea

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luisalbertourreaLuis Alberto Urrea is a poet, novelist, journalist, and essayist who has been writing about the relationship between the United States and Mexico,... Continue »
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Marketing Management : Text and Cases (02 Edition)

by Robert J. Dolan

Marketing Management : Text and Cases (02 Edition) Cover

ISBN13: 9780072499803
ISBN10: 007249980x
All Product Details

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Synopses & Reviews

Publisher Comments:

This is a Harvard casebook that is appropriate for the rigorous end of the spectrum in Marketing Management courses. The overall framework of this text is clean and easy to follow, focusing more on strategy in covering the marketing process and less on research and implementation. This makes the discussion of the marketing mix much more coherent for professors to teach and students to learn.
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Table of Contents

I: Introduction to the Marketing Process

N1. Note on Marketing Strategy (Dolan)

N2. Note on Low Tech Marketing Math (Dolan)

C1. Sealed Air (Dolan)

C2. Tweeter (Gourville)

C3. Warner-Lambert Ireland: Niconil (Quelch)

C4. The Aravind Eye Hospital (Rangan)

C5. Black and Decker Corporation (Dolan)

II. Product Policy

N3. Product Policy Note (Dolan)

C6. Northern Telecom (A); Northern Telecom (B) (Dolan)

C7. The Swatch Group: On Internet Time (Wathieu)

C8. Net.Genisis, Inc. (Dolan)

C9. BARCO (Moriarty)

C10. Population Services Intl. (Rangan)

C11. Goodyear: The Aquatred Launch (Quelch)

C12. LOreal of Paris: Bringing “Class to Mass” with Plenitude (Dolan)

III. Going to Market

N4. Going to Market Note (Dolan)

C13. U.S. Pioneer Electronics (Takeuchi)

C14. Rohn and Haas (A) (Rangan)

C15. Calyx and Corolla (Salmon)

C16. HP Consumer Products (Lal)

C17. Pizza Hut, Inc. (Kaufmann)

C18. Priceline.com: Name Your Own Price (Dolan)

C19. Biopure Corporation (Gourville)

IV. Integrated Marketing Communications

N5. Integrated Marketing Communications Note (Dolan)

C20. Suave (Albion)

C21. Colgate-Palmolive Company: The Precision Toothbrush (Quelch)

C22. Dentrite (Cespedes)

C23. Henkel Group: Umbrella Branding and Globalization Decisions (Dolan)

C24 Alloy, Inc. (Deighton)

C25. Launching the BMW-Z3 Roadster (Dolan/Fournier)

V. Pricing Policy

N6. Policy: A Value-based Approach(Dolan)

N7. Pricing and market Making on the Internet (Dolan/Moon)

C26. Cumberland Metals (Shapiro)

C27. Eastman Kodak Company (Dolan)

C28. Becton Dickinson and Company (Cespedes/Rangan)

C29. On-Sale (Moon)

C30 Coca-Colas New Vending Machine (A): Pricing to Capture Value, or Not? (King/Narayandas)

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Product Details

ISBN:
9780072499803
Subtitle:
Text and Cases
Author:
Dolan, Robert J.
Author:
Dolan, Robert
Publisher:
Irwin/McGraw-Hill
Location:
Boston
Subject:
Marketing - General
Subject:
Marketing
Subject:
Management
Subject:
Marketing Management,Marketing Process
Subject:
Marketing -- Management.
Copyright:
2002
Edition Number:
1
Edition Description:
Includes bibliographical references.
Series:
McGraw-Hill/Irwin series in marketing
Series Volume:
no. 2001-2837
Publication Date:
July 2001
Binding:
Hardcover
Grade Level:
College/higher education:
Language:
English
Illustrations:
Yes
Pages:
512
Dimensions:
10.26x8.14x.94 in. 2.52 lbs.
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