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| Material Type: | Internet resource |
|---|---|
| Document Type: | Book, Internet Resource |
| All Authors / Contributors: |
Robert J Dolan |
| ISBN: | 007249980X 9780072499803 |
| OCLC Number: | 48100612 |
| Notes: | Previously published: Homewood, IL : Irwin, c1993. |
| Description: | ix, 498 p. : ill. ; 26 cm. |
| Contents: | pt. 1. Introduction to the marketing process: Note on marketing strategy / Robert J. Dolan ; Note on low-tech marketing math / Robert J. Dolan ; Sealed Air Corporation / Robert J. Dolan ; Tweeter Etc. / John Gourville and George Wu ; Warner-Lambert Ireland : Niconil / John A. Quelch and Susan P. Smith ; The Aravind Eye Hospital, Madurai, India : in service for sight / V. Kasturi Rangan ; The Black & Decker Corporation (A) : Power Tools Division / Robert J. Dolan -- pt. 2. Product policy: Product policy / Robert J. Dolan ; Northern Telecom (A) : Greenwich investment proposal (condensed) / Robert J. Dolan ; Northern Telecomm (B) : the NORSTAR launch / Robert J. Dolan ; Swatch Group : in internet time / Luc Wathieu, Carin-Isabel Koop, and Cate Reavis ; Net.Genesis, Inc. / Robert J. Dolan, Rajiv lal, and Perry L. Fagan ; Barco Production Systems (A) : worldwide niche marketing / Rowland T. Moriarty and Krista McQuade ; Goodyear : the Aquatread launch / John A. Quelch and Bruce Isaacson ; L'Oreal of Paris : bringing "class to mass" with pléntitude / Robert J. Dolan -- pt. 3. Going to market: Going to market / Robert J. Dolan ; U.S. Pioneer Electronics Corporation / Hirotaka Takeuchi and William Falkson ; Rohm and Haas (A) : new product marketing strategy / V. Kasturi Rangan and Susan Leasley ; Pizza Hut, Inc. / Patrick J. Kaufmann ; HP Consumer Products business organization : distributing printers via the internet / Kirthi Kalyaram, Rajiv Lal, and Edith D. Prescott ; Priceline.Com : name your own price / Robert J. Dolan ; Biopure Corporation / John Gourville -- pt. 4. Integrated marketing communications: Integreated marketing communications / Robert J. Dolan ; Suave (C) / Mark S. Albion ; Colgate-Palmolive Company : the precision toothbrush / John A. Quelch and Nathalie Laidler ; Dendrite International / Frank V. Cespedes and Marie Bell ; Henkel Group : umbrella branding and globalization decisions / Robert J. Dolan ; Launching the new BMW Z3 Roadster / Susan Fournier and Robert J. Dolan ; Alloy.Com : marketing to Generation Y / John Deighton and Gil McWilliams -- pt. 5. Pricing policy: Pricing : a value-based approach / Robert J. Dolan ; Pricing and market making on the internet / Robert J. Dolan and Youngme Moon ; Cumberland Metal industries : Engineered Products Division, 1980 / Benson P. Shapiro and Jeffrey J. Sherman ; Eastman Kodak Company / Robert J. Dolan ; Becton Dickinson & Comapny : Vacutainer Systems Division (condensed) / Frank V. Cespedes and Kasturi Rangan ; Onsale, Inc. / Youngme Moon ; Coca-Cola's new vending machine (A) : pricing to capture capital, or not? / Charles King and Das Narayandas. |
| Series Title: | McGraw-Hill/Irwin series in marketing |
| Responsibility: | Robert J. Dolan. |
| More information: |
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