Best Business Books, 2005. – 390 p. – ISBN: 0789012332, 9780789012333This book is intended for use in undergraduate and graduate mar-keting management courses. We have tried to prepare a text that coversall of the essential managerial elements of marketing with sufficientdetail to provide a review for marketing, background for nonmar-keting majors in a case-oriented teaching environment, and challengeto take students to the next level of understanding marketing. The selection of cases provides a wide variety of managerial situa-tions for small, medium, and large companies. Also included are sev-eral entreprenurial cases that focus on the issues of product or busi-ness start-ups to expose students to the types of analyses needed forthese decision-making situations.Contents: About the Authors Case Contributors Preface The Marketing Management Process Customer Analysis Competitive Analysis Financial Analysis for Marketing Decisions Marketing Planning: Strategic Perspectives Marketing Planning: Operational Perspectives Implementing Marketing Plans Evaluation and Control of Marketing Activities Cases: Watercrest Park Superior Electrical Contractors: Residential Services Division Gateway Medical Waste Transport of Colorado National Foundations, Inc. Case 5. Mildred’s Caddy Jay’s Travel Trailer Park The Box Factory, Inc. Central Bank: Automatic Teller Machines Cell Tech The Interfraternity Council Jill’s House of Cakes Putting the Frosting on Cheerios Spencer’s Supermarket Lakewood Players BCH TeleCommunicationsNotes
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