Cases in Marketing Management

First Edition

Other Titles in:
Marketing (General) | Marketing Strategy & Theory

May 2011 | 560 pages | SAGE Publications, Inc

The SAGE Text and Cases Series, featuring IVEY Cases is a co-publishing partnership between SAGE Publications and the Richard Ivey School of Business at The University of Western Ontario. Due to their popularity in more than 60 countries, approximately 200 new cases are added to the Ivey School of Business library each year. Each of the casebooks comes equipped with instructor's resources on CD-ROM. These affordable collections will not only help students connect to real-world situations, but will benefit corporations seeking continued education in the field as well.

Cases in Marketing Management is a unique collection of 40 cases from Ivey Publishing. This casebook helps students gain a better understanding of marketing management by providing them with a look at the complex issues that marketing managers and professionals deal with on a regular basis.

Key Features

Presents real-world cases related to marketing management: Cases illustrate the complex nature of marketing management in organizations from around the world.

Provides current cases: The majority of the included cases are from 2009 and 2010, and all of the cases were published or updated after 2007, providing students with an up-to-date look at the companies and issues presented.

Generates classroom discussion: Cases let students grapple with actual decisions that real-world managers have faced.

Offers much more than a packet of cases: The editors provide summaries of concepts, helpful discussion questions, and readings for each chapter.

Preface

Acknowledgments

1. The Nature of Marketing Management

Chantale and Clinton Call for Service

2. Market Analysis

GENICON: A Surgical Strike into Emerging Markets

Hyundaicard’s Marketing Strategy

TerraCycle Inc.

3. Data Warehousing

AIR MILES Canada: Rebranding the Air Miles Reward Program

Conroy’s Acura: Lifetime Customer Value and Return on Marketing

4. Building a Customer-Oriented Marketing Department

A Difficult Hiring Decision at Central Bank

Boman Communications

5. Customer Acquisition Strategies and Tactics

Ruth’s Chris: The High Stakes of International Expansion

The Ultimate Fighting Championships (UFC): The Evolution of a Sport

Best Buy, Inc.: Dual Branding in China

6. Pricing

Hanson Production: Pricing for Opening Day

Sy.Med Development, Inc.

Arvind Mills: Re-Evaluating Profitability

7. Advertising, Alternative and Direct Marketing

La Hacienda Del Sol

Shoppers Stop: Targeting the Young

Eat2Eat.com

8. Sales Promotions

SC Johnson: Planning Coupon Promotions

Phillips Food, Inc.: Introducing King Crab to the Trade

Boots: Hair Care Sales Promotion

9. Personal Selling

Global Source Healthcare: Allocating Sales Resources

Spectrum Brands, Inc.: The Sales Force Dilemma

BioMed Co. Ltd.: Designing a New Sales Compensation Plan

10. Internal Communications

Retail Execution: Linens ’N Things

GDR versus Kodak: Bart Film Scanner

11. External Communications

Walmart Puerto Rico: Promoting Development through a Public-Private Partnership

"Hips Feel Good": Dove’s Campaign for Real Beauty

New Balance: Developing an Integrated CSR Strategy

12. Distribution and Supply Chain Management

YvesCreations, LLC.: Alex Goes to Hollywood

Eureka Forbes, Ltd: Growing the Water Purifier Business

Kraft Foods: The Coffee Pod Launch

13. Web Site and Internet Management

Entrepreneurs at Twitter: Building a Brand, a Social Tool, or a Tech Powerhouse?

Anduro Marketing: Internet Services vs. Software Sales

Molson Canada: Social Media Marketing

14. Customer Retention and Recovery

Ten Thousand Villages of Cincinnati: The First Year and Beyond

Personal Shoppers at Sears: The Elf Initiative

15. Marketing Control

Microsoft and the Xbox 360 Ring of Death

Kenexa

About the Editors

"The cases are very current and deal with relevant marketing problems and issues. You cover the whole spectrum of topic areas in marketing ... I know of no other case book with such a variety of cases which are current. Well done"

Steven Lysonski

Marquette University

"The prospectus makes one hugely compelling statement for me right at the beginning: 'Commentary and analysis will accompany each case, as provided by Clow and Baack.' Now if this can actually be achieved in a meaningful way, we have something unique and valuable here."

AI Rosenbloom

Dominican University

"I think this is an exciting and very comprehensive case book - it looks very interesting. I do not find any deficiencies. I think the authors have thought the content through - and attempted to find a well-rounded and inclusive variety of cases."

Michele B. Kunz

Morehead State University

My teaching has changed and I no longer teach the module I got this for. Although this is a good book, the cases are too substantial to be used with any of my other modules.

Dr Antje Cockrill

School of Business & Economics, Swansea University

May 31, 2012

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Still reviewing texts

Dr Dave Conrad

Business Admin Acct Mis Dept, Augsburg College

May 4, 2011

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