营销管理：英文版

     Overview l
    An htroduction to Cases
    Benson P. Shapiro
    An Introduction to Marketing
    Benson P. Shapiro, John A. Quelch
    Basic Quantitative Analysis for
    Marketing
    Robert J. Dolan
    PARTl
    THE MARKETlNG MK
    Introduction
    The Marketing Mix
    Benson P. Shapiro
    Hurricane Island Outward
    Bound School
    Thomas V. Bonoma, Bruce H. Clark
    Dominion Motors & Controls, Ltd.
    E. Raymond Corey
    MEM Company, Inc
    John A. Quelch
    Communications Policy
    Communications Policy
    Stephen H. Star, John A. Quelch
    A. Mass Communicarions
    Sunkist Growers Inc.
    Stephen A. Greyser, John A. Quelch
    Reebok International Ltd.
    John A. Quelch, Tammy Bunn Hiller
    The Massachusetts Lottery
    N. Craig Smith, John A. Quelch, Ron Lee
    British Airways
    John A. Quelch
    B. Personal Selling
    Waters Chromatography Division: U.S
    Field Sales (A)
    Thomas V. Bonoma, Shirley M. Spence
    MCl Telecommunications Corporation:
    Vnet(A)
    Frank V. Cespedes, Joe E. King
    Petite Playthings, Inc. l984 (A)
    Benson P. Shapiro
    Pridng Policy
    Pricing Policy
    Robert J. Dolan
    Computron, Inc.
    Benson P. Shapiro, Ralph Sorenson
    Cumberland Metal Industries: Engineered
    Products Division, 1980
    Benson P. Shapiro, Jeffrey J. Sherman
    Federated Industries (A)
    Robert J. Dolan
    Hartmann Luggage Company:
    Price Promotion Policy
    John A. Quelch, Penny Pittman Merliss
    Workbench Pricing Strategy
    Gwen Ortmeyer, Walter J. Salmon
    Product Policy
    Product Policy
    John A. Quelch
    Suzuki Samurai
    John A. Quelch, Tammy Bunn Hiller
    Ford Motor Company: The Product
    Warranty Program (A)
    Melvyn A. J. Menezes
    The Black & Decker Corporation
    Household Products Group:
    Brand Transition
    John A. Quelch, Minette E. Drumwright
    Cynthia Bates
    Procter & Gamble: Lenor Refill
    Package
    John A. Quelch, Minette E. Drumwright
    Julie L. Yao
    Chipman-Union, Inc.: Odor-Eaters
    Socks
    John A. Quelch, Penny Pittman Merliss
    Distribution Policy
    Distribution Policy
    Robert J. Dolan
    Lotus Development Corporation
    V. Kasturi Rangan, Thomas V. Bonoma
    Douglas R. Scott
    Kraft Foodservice
    John A. Quelch, Mary L. Shelman
    Murrayhill, Inc.
    John A. Quelch, Melanie D. Spencer
    U.S. Pioneer Electronics Corporation
    Hirotaka Takeuchi, William Falkson
    Pizza Hut, Inc.
    Patrick J. Kaufmann
    PART2:
    THE MARKETlNG PROCESS
    Marketing Research
    Marketing Research
    Robert J. Dolan
    Xerox Corporation: The Customer
    Satisfaction Program
    Melvyn A. J. Menezes, John Serbin
    Boston Fights Drugs (A)
    V. Kasturi Rangan, Jennifer F. Lawrence
    Archdiocese of New York
    Stephen A. Greyser, John A. Quelch
    Chemical Bank: The Pronto System
    John A. Quelch
    Marketing Strategy Fonnularion
    Marketing Strategy Formulation
    Minette E. Drumwright, Thomas J. Kosnik
    Note on the Motorcycle Industry-
    WS
    Robert D. Buzzell, Nancy Jackson
    Dev Purkayastha
    Deere & Company: Industrial Equipment
    Operations
    Benson P. Shapiro
    Sealed Air Corporation
    Robert J. Dolan
    Sealed Air Corporation: Marketing
    Impacts of Eliminating CFCs
    N. Craig Smith, John A. Quelch
    Microsoft Introdution: The Introduction
    of Microsoft Works
    Thomas J. Kosnik
    ClGNA Worldwide
    John A. Quelch, Jonathan D. Hibbard
    Marketing Planning
    Marketing Planning
    Robert J. Dolan, Alvin J. Silk
    Perkin-Elmer: Data Systems Group
    Robert J. Dolan
    Scandinavian Airiines Systems
    SAS(A)
    Sandra Van der Merwe
    Titanium Industries, Inc,: Titanium
    Fabrications Division (A)
    Benson P. Shapiro, Craig E. Cline
    Chesebrough-Pond's Inc.: Vaseline
    Petroleum Jelly
    John A. Quelch, Penny Pittman Merliss
    Marketing Organization and
    Implementation
    Marketing Organization and
    Implementation
    John A. Quelch
    General Foods Corporation: The Product
    Management System
    Jbhn A. Quelch, Paul W. Farris
    Regency Facsimile, Inc.
    Melvyn A. J. Menezes, Jon D. Serbin
    IBM Innovations: Introduction of
    thePS/2
    Fareena Sultan
    Black & Decker Corporation: Spacemaker
    Plus Coffee Maker (A)
    N. Craig Smith
    Rossin, Greenberg, Seronick & Hill, Inc
    (A)
    N. Craig Smith, John A. Quelch
    CONCLUSlON
    Marketing Strategy-An Overview
    E. Raymond Corey
    IDS Financial Services
    Minette E. Drumwright, Thomas V.
    Bonoma
    Lifespan, Inc.: Abbott Northwestern
    Hospital
    Melvyn A. J. Menezes
    Loctite Corporation: Industrial Products
    Group
    John A. Quelch
    APPENDIXES
    Legal Restrictions on Marketing
    Management
    Patrick J. Kaufmann
    Glossary of Marketing Terms
    Richard S. Tedlow
    INDEX