Description
Book SynopsisAims to help increase knowledge, skills and insights into making effective decisions in the 'bigger hall' of marketing management. This book covers setting strategic direction; product and customer portfolio analysis; product development; advertising; pricing; channel management; environmental scanning; and measuring strengths and weaknesses.
Table of ContentsTakaishi Printing Company, Robert P. Crowner; global sourcing at Thomson Consumer Electronics, E.W. Davis and J.W. Kamauff; cross-functional strategy decision-making - the Techno Project, Gary L. Frankwick and Michael D. Hutt; a question of ethics - a case study outlining an ethical dilemma facing an industrial marketer, Walter S. Good amd Stephen S. Tax; Lee Jing Textile Company, Ltd, Sue Greenfield and Shun-Ching Horng; LCF International - a case study of foreign investment in an emerging market, Wesley J. Johnston and Jeffrey E. Lewin; Universal Machinery - pursuing a new direction, Donald L. Lester and J. Barry Gilmore; Duprey Progressing Cavity Oil Pumps, J. David Lichtenthal and Mary M. Long; Power and Motion Industrial Supply Inc, H.F. Mackenzie; some ethical dilemmas in business-to-business sales, H.F. Mackenzie; Comfortek Controls, Allan J. Magrath and Kenneth G. Hardy; Hayes Wheels International, Inc - the light vehicle wheel segment of the automotive parts and accessories industry, Robert J. Mockler et al; Bateson Battery Chargers, James E. Nelson; Mactec Control AB, James E. Nelson; Gas Leak Detection Systems Pvt, Ltd, Rahul Rosha; Diesel Technology Company, Ram Subramanian et al.
