Title:
Strategic marketing management cases
Author:
Cravens, David W.
ISBN:
9780072429466
9780072429480
9780071123259
9780072514827
Personal Author:
Edition:
7th ed.
Publication Information:
Boston, Mass. : McGraw-Hill, ©2002.
Physical Description:
xvi, 685 pages : illustrations ; 26 cm + 1 computer disc (4 3/4 in.).
Series:
The Irwin/McGraw-Hill series in marketing
Irwin/McGraw-Hill series in marketing.
Contents:
Market Orientation and Organizational Learning. Enterprise Rent-A-Car: Selling the Dream (video case). Medical Products Inc.: Developing New Products for the Twenty-First Century. The Boston Red Sox. Battered Women Fighting Back! Filterfresh. The Metropolitan Museum of Art. Bear Creek Golf Range. E-Business: Sun Microsystems Inc.: Sun's Bid to Rule the Web -- Marketing Program Development. Dunkin' Donuts (video case). Medical Products Inc.: The "Wolverine" Project. L'Oreal Nederland B.V. The New York Islanders Hockey Club, Inc.
Subject Term: