INSEAD Library

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Strategic marketing problems Contents Preface CHAPTER 5 Product and Service Strategy and Brand Management CHAPTER 1 Foundations of Strategic Marketing Management Appendix: A Sample Marketing Plan Dr Pepper/Seven Up, Inc.: Squirtm Brand Roger A. Kerin Zoecon Corporation: Insect Growth Regulators Roger A. Kerin and Larry Smith Skin-TiqueCorporation Roger A. Kerin Peace Memorial Hospital: Downtown Health Clinic Roger A. Kerin Procter and Gamble, Inc.: Scope Gordon H. G. McDougall and Franklin Ramsoomair Qingdao Haier Ltd.: Considering the Maytag Acquisition Roger A. Kerin Frito-Lay Company: Cracker Jack Roger A. Kerin CHAPTER 2 Financial Aspects of Marketing Management CHAPTER 3 Marketing Decision Making and Case Analysis CHAPTER 4 Opportunity Analysis, Market Segmentation, and Market Targeting Toucon Collections, Inc. Roger A. Kerin and Robert A. Peterson Zenith Pet Foods, Inc. Roger A. Kerin Shoes for MOOS, Inc. Kenneth G. Hardy and Herb MacKenzie Jones Blair Company Roger A. Kerin Duncan Industries: Market Opportunities in the European Union Gordon H. G. McDougall Frito-Lay'sm Dips Roger A. Kerin and Jeanne Bertels South Delaware Coors, Inc. Tames E. Nelson and Eric l Karson CHAPTER 6 Integrated Marketing Communication Strategy and Management 263 Crestfield Furniture Industries, Inc. (A) Roger A. Kerin Crestfield Furniture Industries Inc. (B) Roger A. Kerin Cadbury Beverages, Inc.: Ci-ushm Brand Roger A. Kerin Amber Inn and Suites, Inc. Roger A. Kerin 275 287 290 305 CONTENTS Drypers Corporation: National Television Advertising Campaign Roger A. Kerin Craft Marine Corporation Roger A. Kerin and Robert A. Peterson Godiva Europe Jean-Jacques Lambin Virgin Mobile USA: Pricing for the Very First Time Gail McGovern Augustine Medical, Inc.: The Bair ~ugger' Patient Warming System Roger A. Kerin, Michael Gilbertson, and William Rudelius 494 510 CHAPTER 7 Marketing Channel Strategy and Management Hawaiian Punch: Go-to-Market Strategy Roger A. Kerin ~ l o ~ i sLLC h, William H. Cunningham and John Sibley Butler Swisher Mower and Machine Company: Evaluating a Private Brand Distribution Opportunity Roger A. Kerin and Wayne Swisher Goodyear Tire and Rubber Company Roger A. Kerin Peak Garage Door, Inc. Roger A. Kerin Merton Industries: The Wholesale Distribution Decision Roger A. Kerin CHAPTER 9 Marketing Strategy Reformulation: The Control Process AssociationPower.Com Robert A. Peterson Pharmacia and Upjohn, Inc.: Rogaine Hair Regrowth Treatment Roger A. Kerin Marshant Museum of Art and History Roger A. Kerin The Circle K Corporation Roger A. Kerin 521 539 556 CHAPTER 10 Comprehensive Marketing Programs Dexit-A Marketing Opportunity Sohail Lalani and Robin Ritchie ~ r i t o - b yInc.: Sun ChipsTM , Multigrain Snacks Roger A. Kerin and Kenneth R. Lukaska Keurig at Home: Managing a New Product Launch Elizabeth L. Anderson and Eric l Anderson C A.1. Steak Sauce: Lawry's Defense Timothy Calkins CHAPTER 8 Pricing Strategy and Management E 1 Group, PLC: C Pricing in the M D Recorded Music Industry Roger A. Kerin Southwest Airlines Roger A. Kerin Superior Supermarkets: Everyday Low Pricing Roger A. Kerin Burroughs Wellcome Company: Retrovir Roger A. Kerin and Angela Bullard Cirna Mountaineering, Inc. Lawrence M. Lamont Graneer Systems, Inc.: India Market Entry James E. Nelson . - Kingsford Charcoal Das Narayandas and Alison Berkley Wagon feld CONTENTS vii APPENDIX: Preparing a Written Case Analysis Republic National Bank of Dallas: NOW Accounts Student Analysis: Republic National Bank of Dallas: NOW Accounts 687 Glossary of Selected Marketing Terms and Concepts Subject Index 687 Company and Brand Index 697