Tabla de contenidos provista por Syndetics

• Preface
• Acknowledgments
• Questions and Answers about Case Learning
• Plan of the Book
• I Managing Marketing: An Introduction
• 1 Introductory Note
• 2 Case
• 1 Computer Devices, Incorporated
• 3 Case
• 2 Atlantic Aviation Corporation: Westwind Division
• 4 Case
• 3 The Gillette Company: Personal Care Division
• II Marketing Actions: Managing Marketing's Subfunctions
• 5 Introductory Note
• 6 Case
• 4 Sales Force Management: Kramer Pharmaceuticals, Inc
• 7 Case
• 5 New Product Development: National Mine Service Company (A)
• 8 Case
• 5 National Mine Service Company (B)
• 9 Case
• 6 Trade Shows: National Mine Service Company (C)
• 10 Note
• Get More Out of Your Trade Shows
• 11 Case
• 7 Pricing: The Hertz Corporation
• 12 Case
• 8 Distribution I: Concept Devices, Incorporated
• 13 Case
• 9 Distribution II: Binney and Smith, Incorporated
• 14 Case
• 10 Summary Case/Sales Force Management II: Frito-Lay, Incorporated (A)
• 15 Managing Marketing: Exercise IIII. Managing Marketing Programs
• 16 Introductory Note
• 17 Case
• 11 Program Management I: Frito-Lay, Incorporated (C)
• 18 Case
• 12 Program Management II: North American Philips Lighting Corporation
• 19 Case
• 13 Program Management III: Decimalization of the Currency in Great Britain
• 20 Case
• 14 Managing Key Customers I: American Telephone and Telegraph Company Long Lines Department - National Account Selling (AMC) (A)
• 21 Case
• 14 American Telephone and Telegraph Company Long Lines Department - National Account Selling (B)
• 22 Note. Major Sales: Who Really Does the Buying?
• 23 Case
• 15 Managing Key Customers II: Applicon, Incorporated
• 24 Case
• 16 Managing Key Customers III: American Telephone and Telegraph Company Long Lines Department - Charter Financial Corporation
• 25 Case
• 17 From Programs to Policies: Alcan Aluminum Corporation - Building Products Division
• 26 Managing Marketing: Exercise IIIV. Managing Marketing Systems and Policies
• 27 Introductory Note
• 28 Case
• 18 Marketing Culture and Theme: Benco, Incorporated (A)
• 29 Note
• Market Success Can Breed "Marketing Inertia"
• 30 Case
• 19 Marketing Organization: Benco, Incorporated (B)
• 31 Case
• 20 The Marketing Audit I: Benco, Incorporated (C)
• 32 Case
• 21 The Marketing Audit II: Macon Prestressed Concrete Company, Inc. (A)
• 33 Case
• 21 Macon Prestressed Concrete Company, Inc. (B)
• 34 Case
• 22 The Marketing Audit III: Macon Prestressed Concrete Company, Inc. (C)
• 35 Case
• 23 Allocation and Control: Merrill Lynch Pierce Fenner & Smith Inc. (A)V. Integration and Conclusion
• 36 Introductory Note
• 37 Case
• 24 Summary Case: National Central Bank
• 38 Managing Marketing: Exercise III
• 39 Summary Note
• The Nature of Marketing Practice: Contributions from the LiteratureIndex of Cases