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Author: Angelmar, Reinhard ; Weinstein, David ; Marden, AnneINSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1986.Language: EnglishDescription: 14 p. + 9 p. + 10 p.Type of document: INSEAD CaseAbstract: The case describes the arrival of a new HQ Marketing Manager in a low-profit, downward-moving product group.Pedagogical Objectives: To describe the role of the marketing manager and the formulation of global marketing strategy; to illustrate the coordination of RandD and sales efforts; to develop the use of various managerial tools for good marketing strategy and their implementation in a multinational context.
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INSEAD Case Doriot Library
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To describe the role of the marketing manager and the formulation of global marketing strategy; to illustrate the coordination of RandD and sales efforts; to develop the use of various managerial tools for good marketing strategy and their implementation in a multinational context.

The case describes the arrival of a new HQ Marketing Manager in a low-profit, downward-moving product group.

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