The SAGE Text and Cases Series, featuring IVEY Cases is a co-publishing partnership between SAGE Publications and the Richard Ivey School of Business at The University of Western Ontario. Due to their popularity in more than 60 countries, approximately 200 new cases are added to the Ivey School of Business library each year. Each of the casebooks comes equipped with instructor's resources on CD-ROM. These affordable collections will not only help students connect to real-world situations, but will benefit corporations seeking continued education in the field as well. Cases in Marketing…mehr
The SAGE Text and Cases Series, featuring IVEY Cases is a co-publishing partnership between SAGE Publications and the Richard Ivey School of Business at The University of Western Ontario. Due to their popularity in more than 60 countries, approximately 200 new cases are added to the Ivey School of Business library each year. Each of the casebooks comes equipped with instructor's resources on CD-ROM. These affordable collections will not only help students connect to real-world situations, but will benefit corporations seeking continued education in the field as well. Cases in Marketing Management is a unique collection of 40 cases from Ivey Publishing. This casebook helps students gain a better understanding of marketing management by providing them with a look at the complex issues that marketing managers and professionals deal with on a regular basis. Key Features Presents real-world cases related to marketing management: Cases illustrate the complex nature of marketing management in organizations from around the world. Provides current cases: The majority of the included cases are from 2009 and 2010, and all of the cases were published or updated after 2007, providing students with an up-to-date look at the companies and issues presented. Generates classroom discussion: Cases let students grapple with actual decisions that real-world managers have faced. Offers much more than a packet of cases: The editors provide summaries of concepts, helpful discussion questions, and readings for each chapter.
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.
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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
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
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