Overview l
An htroduction to Cases
Benson P. Shapiro
An Introduction to Marketing
Benson P. Shapiro, John A. Quelch
Basic Quantitative Analysis for
Marketing
Robert J. Dolan
PARTl
THE MARKETlNG MK
Introduction
The Marketing Mix
Benson P. Shapiro
Hurricane Island Outward
Bound School
Thomas V. Bonoma, Bruce H. Clark
Dominion Motors & Controls, Ltd.
E. Raymond Corey
MEM Company, Inc
John A. Quelch
Communications Policy
Communications Policy
Stephen H. Star, John A. Quelch
A. Mass Communicarions
Sunkist Growers Inc.
Stephen A. Greyser, John A. Quelch
Reebok International Ltd.
John A. Quelch, Tammy Bunn Hiller
The Massachusetts Lottery
N. Craig Smith, John A. Quelch, Ron Lee
British Airways
John A. Quelch
B. Personal Selling
Waters Chromatography Division: U.S
Field Sales (A)
Thomas V. Bonoma, Shirley M. Spence
MCl Telecommunications Corporation:
Vnet(A)
Frank V. Cespedes, Joe E. King
Petite Playthings, Inc. l984 (A)
Benson P. Shapiro
Pridng Policy
Pricing Policy
Robert J. Dolan
Computron, Inc.
Benson P. Shapiro, Ralph Sorenson
Cumberland Metal Industries: Engineered
Products Division, 1980
Benson P. Shapiro, Jeffrey J. Sherman
Federated Industries (A)
Robert J. Dolan
Hartmann Luggage Company:
Price Promotion Policy
John A. Quelch, Penny Pittman Merliss
Workbench Pricing Strategy
Gwen Ortmeyer, Walter J. Salmon
Product Policy
Product Policy
John A. Quelch
Suzuki Samurai
John A. Quelch, Tammy Bunn Hiller
Ford Motor Company: The Product
Warranty Program (A)
Melvyn A. J. Menezes
The Black & Decker Corporation
Household Products Group:
Brand Transition
John A. Quelch, Minette E. Drumwright
Cynthia Bates
Procter & Gamble: Lenor Refill
Package
John A. Quelch, Minette E. Drumwright
Julie L. Yao
Chipman-Union, Inc.: Odor-Eaters
Socks
John A. Quelch, Penny Pittman Merliss
Distribution Policy
Distribution Policy
Robert J. Dolan
Lotus Development Corporation
V. Kasturi Rangan, Thomas V. Bonoma
Douglas R. Scott
Kraft Foodservice
John A. Quelch, Mary L. Shelman
Murrayhill, Inc.
John A. Quelch, Melanie D. Spencer
U.S. Pioneer Electronics Corporation
Hirotaka Takeuchi, William Falkson
Pizza Hut, Inc.
Patrick J. Kaufmann
PART2:
THE MARKETlNG PROCESS
Marketing Research
Marketing Research
Robert J. Dolan
Xerox Corporation: The Customer
Satisfaction Program
Melvyn A. J. Menezes, John Serbin
Boston Fights Drugs (A)
V. Kasturi Rangan, Jennifer F. Lawrence
Archdiocese of New York
Stephen A. Greyser, John A. Quelch
Chemical Bank: The Pronto System
John A. Quelch
Marketing Strategy Fonnularion
Marketing Strategy Formulation
Minette E. Drumwright, Thomas J. Kosnik
Note on the Motorcycle Industry-
WS
Robert D. Buzzell, Nancy Jackson
Dev Purkayastha
Deere & Company: Industrial Equipment
Operations
Benson P. Shapiro
Sealed Air Corporation
Robert J. Dolan
Sealed Air Corporation: Marketing
Impacts of Eliminating CFCs
N. Craig Smith, John A. Quelch
Microsoft Introdution: The Introduction
of Microsoft Works
Thomas J. Kosnik
ClGNA Worldwide
John A. Quelch, Jonathan D. Hibbard
Marketing Planning
Marketing Planning
Robert J. Dolan, Alvin J. Silk
Perkin-Elmer: Data Systems Group
Robert J. Dolan
Scandinavian Airiines Systems
SAS(A)
Sandra Van der Merwe
Titanium Industries, Inc,: Titanium
Fabrications Division (A)
Benson P. Shapiro, Craig E. Cline
Chesebrough-Pond's Inc.: Vaseline
Petroleum Jelly
John A. Quelch, Penny Pittman Merliss
Marketing Organization and
Implementation
Marketing Organization and
Implementation
John A. Quelch
General Foods Corporation: The Product
Management System
Jbhn A. Quelch, Paul W. Farris
Regency Facsimile, Inc.
Melvyn A. J. Menezes, Jon D. Serbin
IBM Innovations: Introduction of
thePS/2
Fareena Sultan
Black & Decker Corporation: Spacemaker
Plus Coffee Maker (A)
N. Craig Smith
Rossin, Greenberg, Seronick & Hill, Inc
(A)
N. Craig Smith, John A. Quelch
CONCLUSlON
Marketing Strategy-An Overview
E. Raymond Corey
IDS Financial Services
Minette E. Drumwright, Thomas V.
Bonoma
Lifespan, Inc.: Abbott Northwestern
Hospital
Melvyn A. J. Menezes
Loctite Corporation: Industrial Products
Group
John A. Quelch
APPENDIXES
Legal Restrictions on Marketing
Management
Patrick J. Kaufmann
Glossary of Marketing Terms
Richard S. Tedlow
INDEX
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