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The marketing casebook : cases and concepts

Autor: Sally Dibb; Lyndon Simkin
Editora: London : Routledge, 2001.
Edição/Formato   Livro : Inglês : 2nd edVer todas as edições e formatos
Base de Dados:WorldCat
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Gênero/Forma: Case studies
Tipo de Documento: Livro
Todos os Autores / Contribuintes: Sally Dibb; Lyndon Simkin
ISBN: 1861526245 9781861526243
Número OCLC: 317510082
Descrição: xvi, 337 p. : ill. ; 24 cm.
Conteúdos: List of Figures List of Tables About the Authors Acknowledgements Sources Preface PART 1: HOW TO TACKLE CASE STUDY ANALYSIS AND PRESENTATIONS Case Study Analysis PART 2: SHORT CASES FOR DISCUSSION Ethical Marketing - GM Foods: Supermarkets Versus the Regulators. The Marketing Environment - Formula 1 and Tobacco. Non-Business Marketing - Marketing the NSPCC. Marketing Mix - Private Health Care. New Product Development - Smelly Fabrics. Promotion - Surprise Advertising. Direct Marketing - Boxman on the Internet. Marketing Operations - McDonald?s Controls PART 3: FULL CASES Aer Lingus -Beyond Face Value. JCB Backhoe Loader - Internationally into the Dictionary. Lego -Building for the Future. Electric Vehicles in their Infancy - Researching Target Market Attitudes. Stepcan - Differential Advantage Through Packaging. Kodak Norge - The Search for Information. Petrol Retailing - Supermarket Giants Take on the Oil Companies. Waterford Crystal - Targeting Youths. TGI Friday?s - Themed Restaurants Compete. Royal Ahold - Socially Responsible Global Expansion. Heineken - Global Expansion, Local Branding. Games Workshop - Warfare in the Cr?che. Turkish Ice Cream Wars. Sleeping on a Budget - Lodge Hotels Lead the Way. ABN AMRO - Global Strengths, Regional Necessities. Chester Zoo - Combining Marketing and Conservation. Carrefour - The Global Hypermarket. PART 4: THEORY NOTES T1: What is Marketing? T2: The Marketing Environment and Competition T3: Buying Behaviour T4: Marketing Research T5: Forecasting T6: Market Segmentation T7: Competitive Strategy T8: The Marketing Mix: Products and Product Management T9: The Marketing Mix: Place - Distribution and Marketing Channels T10: The Marketing Mix: Pricing T11: The Marketing Mix: Promotion T12: Direct Marketing and the InternetT13: The Marketing of Services T14: Industrial, Business-to-business Marketing T15: Marketing Planning T16: International Marketing T17: Ethics and Social Responsibility in Marketing PART 5: GLOSSARY OF KEY TERMS PART 6: FURTHER READINGS
Responsabilidade: Sally Dibb and Lyndon Simkin.

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