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Cases in Marketing Management
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Cases in Marketing Management



March 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

Still reviewing texts

Dr Dave Conrad
Business Admin Acct Mis Dept, Augsburg College
May 4, 2011

Kenneth E. Clow

Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals... More About Author

Donald Edward Baack

Donald Baack holds the rank of University Professor of Management at Pittsburg State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory.Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management... More About Author

Also available as a South Asia Edition.

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ISBN: 9781412996037
$76.00