Managing marketing Book

Preface
Acknowledgments
Questions and Answers about Case Learning
Plan of the Book

I. Managing Marketing: An Introduction

1 Introductory Note
2 Case 1. Computer Devices, Incorporated
3 Case 2. Atlantic Aviation Corporation: Westwind Division
4 Case 3. The Gillette Company: Personal Care Division

II. Marketing Actions: Managing Marketing's Subfunctions

5 Introductory Note
6 Case 4. Sales Force Management: Kramer Pharmaceuticals, Inc.
7 Case 5. New Product Development: National Mine Service Company (A)
8 Case 5. National Mine Service Company (B)
9 Case 6. Trade Shows: National Mine Service Company (C)
10 Note. Get More Out of Your Trade Shows
11 Case 7. Pricing: The Hertz Corporation
12 Case 8. Distribution I: Concept Devices, Incorporated
13 Case 9. Distribution II: Binney and Smith, Incorporated
14 Case 10. Summary Case/Sales Force Management II: Frito-Lay, Incorporated (A)
15 Managing Marketing: Exercise I

III. Managing Marketing Programs

16 Introductory Note
17 Case 11. Program Management I: Frito-Lay, Incorporated (C)
18 Case 12. Program Management II: North American Philips Lighting Corporation
19 Case 13. Program Management III: Decimalization of the Currency in Great Britain
20 Case 14. Managing Key Customers I: American Telephone and Telegraph Company Long Lines Department -- National Account Selling (AMC) (A)
21 Case 14. American Telephone and Telegraph Company Long Lines Department -- National Account Selling (B)
22 Note. Major Sales: Who Really Does theBuying?
23 Case 15. Managing Key Customers II: Applicon, Incorporated
24 Case 16. Managing Key Customers III: American Telephone and Telegraph Company Long Lines Department -- Charter Financial Corporation
25 Case 17. From Programs to Policies: Alcan Aluminum Corporation -- Building Products Division
26 Managing Marketing: Exercise II

IV. Managing Marketing Systems and Policies

27 Introductory Note
28 Case 18. Marketing Culture and Theme: Benco, Incorporated (A)
29 Note. Market Success Can Breed "Marketing Inertia"
30 Case 19. Marketing Organization: Benco, Incorporated (B)
31 Case 20. The Marketing Audit I: Benco, Incorporated (C)
32 Case 21. The Marketing Audit II: Macon Prestressed Concrete Company, Inc. (A)
33 Case 21. Macon Prestressed Concrete Company, Inc. (B)
34 Case 22. The Marketing Audit III: Macon Prestressed Concrete Company, Inc. (C)
35 Case 23. Allocation and Control: Merrill Lynch Pierce Fenner & Smith Inc. (A)

V. Integration and Conclusion

36 Introductory Note
37 Case 24. Summary Case: National Central Bank
38 Managing Marketing: Exercise III
39 Summary Note. The Nature of Marketing Practice: Contributions from the Literature
Index of Cases