<p>Presents 32 strategic marketing case studies representing a wide range of marketing problems and industries, including consumer and industrial situations. The first five chapters introduce and describe analysis methods used, followed by the case studies. Appendices describe how to use the computer program that comes with the volume to analyze cases. Annotation c. by Book News, Inc., Portland, Or.</p>

Cases in Strategic Marketing Management: An Integrated Approach

Business & Money

McDonald, William J., Ph.D.

Management & Leadership

PRENTICE/HALL

This is a text with cases appropriate for a course called database marketing or direct marketing. The author's own case analysis software titled The Direct Marketing Strategy System will also be packaged with every copy of the text. This text makes great use of the information published in business-to-business periodicals and draws on current texts in direct marketing, marketing strategy and marketing management. It also relies on the author's extensive business knowledge, teaching experience and publication experience in direct marketing.

Direct Marketing: An Integrated Approach (MCGRAW HILL/IRWIN SERIES IN MARKETING)

McDonald, William J.

Marketing & Sales

Richard D.Irwin

This Windows-based simulation and companion book are designed for use as a supplement in any international undergraduate or graduate courses taught in departments of business, economics, political science and sociology. The software provides an international business analysis and plan simulation which allows students to create multicountry business plans and compete with other student groups. There are 15 countries included in the simulation, representing three regions of the world - Asia, Europe and Latin America - along with four product categories. The product categories include beer, cosmetics, frozen foods and personal computers. The simulation acts as an interactive dynamic world marketplace where students' decisions effect future competitive characteristics and categories for all teams. The simulation itself features international business research, which involves student teams making decisions about which countries to enter based on a combination of library research and country research options included in the simulation. International business planning, analysis and forecasting is tackled by students choosing a mode of entry, defining a target market, designing a product, selecting a distribution channel and selecting a promotional approach. There is also a context-sensitive help system and an instructor's administrative tool with two areas of hidden features that instructors can access only with passwords.

International Business Management Decision-Making Simulation

Neelankavil, James P.

International

Mcgraw-Hill College

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