Marketing Management:Text and Cases, (Special Indian Edition),Lal,Quelch

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This cases essentially a Hardvard case book which offers the best in marketing management cases.An overall 'business'otientation of the cases make this book a refreshingly different offering in the area of marketing management. Key Features: Creating value in both market-Driving processes.Choosing the right target market by focusing on the right set of customersCommunication the value proposition through integrated marketing communications plan.Getting connected with the customers, both through 'bricks'and 'clicks'Pricing to capture value,i.e.'pricing right''branding'and 'creating brands'Managing relationship with customers for profits.Sustaining value through constant innovation and need-based change

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: John Quelch Harvard Business School Rajiv Lal Harvard Business School V Rangan Harvard Business School Table of Content: PART I : INTRODUTION Chapter 1. Marketing Strategy- An OverviewChapter 2. Callaway Golf CompanyChapter 3. Tesco Plc. PART II : CREATING VALUE Chapter 4. Creating valueChapter 5. Freemarkets OnlineChapter 6. Xerox:Book-In-TimeChapter 7. Freeport StudioChapter 8. Omnitel Pronto Italia PART III : CHOOSING CUSTOMERS Chapter 9. Target Market Selection and Product Positioning Chapter 10.Warner-Lambert Treland:NiconilChapter 11.TiVoChapter 12.The New BeetleChapter 13.Aqualisa Quartz:Simply a Beeter ShowerChapter 14.Documentum, Inc. PART IV : COMMUNICATING VALUE 15.Integrated Marketing CommunicationsChapter 16.Guru.comChapter 17.Colgate-Palmolive Company: The Precision ToothbrushChapter 18.Launching the BMW Z3 RoadsterChapter 19.Mountain Dew: Selecting New Creative PART V : GOING TO MARKET Chapter 20.Going to MarketChapter 21.Ring Medical Chapter 22.HP Consumer Priduct Business Organization: Distributing Printers via the InternetChapter 23.Goodyear:The Aquated ChoiceChapter 24.Merrill Lynch:The Integrated ChoiceChapter 25.Avon.com PART VI : CAPTURING VALUE Chapter 26.Pricing:A value-Based ApproachChapter 27.Pricing and Market making on the internerChapter 28.Coca-Cola's new Vending Machine Pricing to Capture Value, or Not?Chapter 29.Tweeter etc.Chapter 30.DHL Worldwide Express PART VII : BRANDSING Chapter 31.Brans and BrandingChapter 32.Charles Schwab Corp:Introducing a New BrandChapter 33.Heineken N.V.:Global Branding and AdvertisingChapter 34.UNICEFChapter 35.Steinway & Sons:Buying a Legend(A) PART VIII : MANAGING CUSTOMERS FOR PROFITS Chapter 36.Note on Customer ManagementChapter 37.Fabtek(A)Chapter 38.Hunter Business Group: TeamTBAChapter 39.Harrah,s Entertainment Inc. PART NINE: SUSTAINING VALUE Chapter 40.Sustaining ValueChapter 41.Koc. Holding: Arecelik White GoodsChapter 42.KONE: The MonoSpace Launch in GarmanyChapter 43.H-E-B Own BrandsChapter 44.Zucamor S.A.:Global Competition in ArgentinaChapter 45.Dell- New Horizones Index