Offering both domestic and over 40% international cases, this new casebook of real business situations presents a well-balanced mix of 28 cases about services and products, both consumer and industrial, including high technology products. The cases follow the organization of Guiltinan/Paul, Marketing Management, fourth edition.

Cases in Marketing Management

Business & Money

Guiltinam, Joseph P.

Paul, Gordon W.

Marketing & Sales

Mcgraw-Hill College

<p>The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. In the fifth edition the sections on market segmentation, differential positioning, product line marketing strategies, and factors in new product success and failure have been rewritten, and more emphasis is now placed on branding, corporate culture, quality and ethics. A separate test bank has been added; it includes multiple-choice questions in addition to essay questions. Interactive computer simulations focusing on analysis and strategy now accompany the book. New topics include customer satisfaction/quality management, Porter's five competitive forces, benefits of using internal data bases, the Sultan Farley Lehman series diffusion model, how consumers perceive risk from brand name extensions, limits buyers place on trading quality for price, the use of test market systems like BehaviorScan, category managers, infomercials, increased use of sales promotion as opposed to advertising, consumer data bases and in-store promotion systems, customer satisfaction added to traditional measures of the marketing plan, and the power of large scale retailers. Rewritten sections include defining market segments, bases for segmenting consumer markets, differentiated positioning, product line marketing strategies, and factors in new product success and failure. New and updated real company examples and data have been added throughout.</p>

Marketing Management: Strategies and Programs (MCGRAW HILL SERIES IN MARKETING)

Guiltinan, Joseph P.

Management & Leadership

<p>Unlike most marketing management texts that are overly descriptive and repetitious of prior coursework, this brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. A talented new coauthor, Thomas Madden of the University of South Carolina, Columbia, has been added to the team. Discussions of such important areas as market segmentation, quality, customer service, brand equity, sales promotion, direct marketing, and database marketing have been substantially strengthened. The majority of minicases, which conclude each chapter are new and involve current, high-interest subjects.</p>

Marketing Management: Strategies and Programs

Madden, Thomas J.

McGraw/Hill/Irwin

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