Table of contents for Marketing management : text and cases / Rajiv Lal, John A. Quelch, V. Kasturi Rangan.


Bibliographic record and links to related information available from the Library of Congress catalog


Information from electronic data provided by the publisher. May be incomplete or contain other coding.


Counter
I Introduction
1.Marketing Strategy – An Overview
2.Callaway Golf Company
3.Tesco Plc
II Creating Value
4. Creating Value
5. Freemarkets OnLine
6. Xerox: Book-In-Time 
7. Freeport Studio 
8. Omnitel Pronto Italia
III	Choosing Customers
9. Target Market Selection and Product Positioning 
10. Warner-Lambert Ireland: Niconil
11. TIVO 
12. New Beetle  
13. Aqualisa Quartz: Simply a Better Shower
14. Documentum, Inc.  	
IV	Communicating Value
15.	Integrated Marketing Communications
16.	Guru.com    
17.	Colgate-Palmolive Company: The Precision Toothbrush
18.	Launching the BMW Z3 Roadster
19.	Mountain Dew: Selecting New Creative
V	Going to Market
20.	Going to Market
21.	Ring Medical   
22.	HP Consumer Products Business Organization: 
Distributing Printers via the Internet
23.	Goodyear: The Aquatred Launch 
24.	Merrill Lynch: Integrated Choice
25.	Avon.com (A)
VI	Capturing Value
26.	Pricing: A Value Based Approach 
27.	Pricing and Market making on the Internet
28.	Coca-Cola’s New Vending Machine (A): Pricing To Capture Value, or Not?
29.	Tweeter etc.  
30.	DHL Worldwide Express
VII	Branding
31.	Brands and Branding
32.	Charles Schwab Corp.: Introducing A New Brand
33.	Heineken N.V.: Global Branding and Advertising    
34.	UNICEF
35.	Steinway & Sons: Buying a Legend (A) 
VIIIManaging Customers for Profits
36.	Note on Customer Management  
37.	Fabtek (A)
38.	Hunter Business Group: Team TBA
39.	Harrah’s Entertainment Inc. 
IX	Sustaining Value
40.	Sustaining Value 
41.	Koc Holding: Arcelik White Goods 
42.	KONE: The MonoSpace Launch in Germany    
43.	H-E-B Own Brands 
44.	Zucomor S.A.: Global Competition in Argentina  
45.	Dell – New Horizons 
      



Library of Congress subject headings for this publication: Marketing Management, Marketing Management Case studies