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
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
