Cases in Marketing Management

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

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 such as Journal of Business Research, The Journal of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.

"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."