Cases in Marketing Management
Author: Kenneth L Bernhardt
The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.2. The quality and diversity of the cases offered--not everyone can write a good case. 3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only.
Table of Contents:
| Pt. 1 | An Orientation to the Case Method | |
| Ch. 1 | Note to the Student on the Case Method | 2 |
| Ch. 2 | Introduction to Marketing Decision Making | 5 |
| Ch. 3 | Financial Analysis for Marketing Decision Making | 17 |
| Ch. 4 | A Case with a Student Analysis | 25 |
| Pt. 2 | Introduction to Marketing Decision Making | 46 |
| Pt. 3 | Marketing Information and Forecasting | 119 |
| Pt. 4 | Product and Brand Management Decisions | 184 |
| Pt. 5 | Distribution Decisions | 249 |
| Pt. 6 | Promotion Decisions | 349 |
| Pt. 7 | Pricing Decisions | 428 |
| Pt. 8 | Public Policy and Ethical Aspects of Marketing | 463 |
| Pt. 9 | Marketing Programs and Strategy | 514 |
New interesting book: MCSA MCSE Self Paced Training Kit or UNIX Power Tools
Project Management Demystified: Today's Tools and Techniques
Author: Geoff Reiss
This book explains the many techniques which have been developed to help you manage projects successfully using very clear objectives within a commercial environment. Examples are drawn from construction, civil engineering, product launches, publishing, computer hardware and software, scientific projects and aerospace.
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