Chapter 1: The Changing Role of Marketing
Opening Vignette: Starbucks (http://www.starbucks.com); Kraft Foods (http://www.kraft.com);
Dreyer's Grand Ice Cream, Inc. (http://www.dreyers.com); PepsiCo (http://www.pepsico.com); Interbrand (http://www.interbrandtudhope.com); Booz Allen Hamilton (http://www.bah.com)
Innovate or Evaporate: Marketing Giant P&G (http://www.pg.com) Bends Its Own Rules with Fast-Growing SpinBrush
Wal-Mart (http://www.walmart.com); Hasbro (http://www.hasbro.com); Sonicare (http://www.sonicare.com); Interplak (http://www.interplak.com); Meijer, Inc. (http://www.meijer.com); Walgreens (http://www.walgreens.com); Colgate (http://www.colgate.com); Pampers (http://www.pampers.com); Tide (http://www.tide.com); Clairol (http://www.clairol.com)
Marketing and Entrepreneurship: Hot Topic (http://www.hottopic.com) -One of America's Fastest Growing Retailers in Lean Economic Times
Teenage Research Unlimited (http://www.teenresearch.com) Marketing Management In Action: Closing Case: Starbucks (http://www.starbucks.com): Are Cyber Cafes in Sync With the Coffee Purveyor's Core Business? T-Mobile. (http://www.t-mobile.com); T-Mobile International (http://www.t-mobile.net) Deutsche Telekom (http://www.telekom.de); Hewlett-Packard (http://www.hp.com); Compaq (http://www.compaq.com); Personal Telco Project (http://www.personaltelco.net
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Chapter 2: Forces of Change and Their Impact
Opening Vignette: Ford Motor Company (http://www.ford.com); United Technologies (http://www.utc.com); General Electric (http://www.ge.com); DuPont (http://www.dupont.com); Royal Dutch/Shell (http://www.shell.com); Daimler-Chrysler (http://www.chrysler.com); Home Depot (http://www.homedepot.com); United Solar Systems (http://www.uni-solar.com); ABB (http://www.abb.com); BP (http://www.bp.com); Sharp (http://www.sharp.co.jp); Kyocera (http://www.kyocera.com); Sunbeam (http://www.sunbeam.com); International Fuel Cells (http://www.utcfuelcells.com); Ballard Power Systems (http://www.ballard.com); Ford Power Products (http://www.fordpowerproducts.com); General Motors (http://www.gm.com); Toyota (http://www.toyota.com); Honda (http://www.honda.com); Renault (http://www.renault.com); Nissan (http://www.nissanmotors.com); Hyundai (http://www.hyundai.com); Volkswagen (http://www.vw.com); Quantum Fuel System Technologies Worldwide, Inc. (http://www.qtww.com); Stuart Energy Systems (http://www.stuartenergy.com)
Marketing In the Global Village: Global Bicycle Peddler: David Montague
Montague Corp. (http://www.montagueco.com); BMW (http://www.bmw.com); Toyota (http://www.toyota.com); Innovate or Evaporate: The Chocolate Meltdown
Masterfoods USA (http://www.masterfoods.com); Mars (http://www.mars.com); Hershey (http://www.hersheys.com); Cadbury (http://www.cadbury.co.uk); Nestle (http://www.nestle.com)
Marketing Management In Action: Closing Case: Radio Sawa (http://www.radiosawa.com): A New Station for a New Generation
Voice of America (http://www.voa.gov); Westwood One, Inc. (http://www.westwoodone.com); al-Jazeera (http://www.aljazeera.net); CNNarabic.com (http://arabic.cnn.com)
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Chapter 3: Strategic Market Planning
Opening Vignette: Southwest Airlines (http://www.southwest.com); Northwest Airlines (http://www.nwa.com); Continental Airlines (http://www.continental.com/); US Airways Group (http://www.usairways.com); ATA (http://www.ata.com); JetBlue Airways (http://www.jetblue.com); AirTran (http://www.airtran.com); Frontier (http://www.frontierairlines.com); American Airlines (http://www.aa.com); United Airlines (http://www.ual.com); Delta (http://www.delta.com)
Marketing In the Global Village: Mexican "Ants" Build Homes-One Bag of Cement at a Time
Cemex SA (http://www.cemex.com); PricewaterhouseCoopers (http://www.pwcglobal.com)
Innovate or Evaporate: The Inspired Chef: Something's Cooking at Whirlpool Corp. (http://www.whirlpool.com); KitchenAid (http://www.kitchenaid.com)
Marketing Management In Action: Closing Case: eBay, Inc. (http://www.ebay.com): The Challenge of Balancing Growth and Social Capital
Wal-Mart (http://www.walmart.com); Amazon.com (http://www.amazon.com); Half.com (http://www.half.com); Disney (http://www.disney.com); IBM (http://www.ibm.com); Home Depot (http://www.homedepot.com); Dell (http://www.dell.com)
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Chapter 4: Marketing Intelligence and Creative Problem Solving
Opening Vignette: Coca-Cola (http://www.coca-cola.com); Harrah's Entertainment Inc. (http://www.harrahs.com); MGM Entertainment (http://www.mgm.com)
Innovate or Evaporate: Beyond Focus Groups-Hanging Out With Snowboarders and Teenagers in Video Arcades
Ford Motor Co. (http://www.ford.com); General Motors (http://www.gm.com); Cadillac (http://www.cadillac.com); Saturn (http://www.saturn.com); Volkswagen AG (http://www.vw.com); Honda Motor Co. (http://www.honda.com)
It's Legal But Is It Ethical?: Beware of Leechware
Gator.com (http://www.gator.com); Beermat Software (http://www.beermatsoftware.com); Cydoor Technologies (http://www.cydoor.com); eZula's Top Text (http://www.ezula.com); The Interactive Advertising Bureau (http://www.iab.net); Doubleclick (http://www.doubleclick.com) Marketing Management In Action: Closing Case: McDonald's (http://www.mcdonalds.com) Wants to Know What Ails Sales
Fidelity Investments (http://www.fidelity.com); Wendy's (http://www.wendys.com); Tricon Global (http://www.yum.com); KFC (http://www.kfc.com); Pizza Hut (http://www.pizzahut.com); Taco Bell (http://www.tacobell.com); Burger King (http://www.burgerking.com); Feedback Plus, Inc. (http://www.gofeedback.com); Diageo PLC (http://www.diageo.com)
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Chapter 5: Understanding Consumer Buying Behavior
Opening Vignette: Southwest Airlines (http://www.southwest.com); Wal-Mart (http://www.walmart.com); Daimler-Chrysler (http://www.chrysler.com); Campbell Soup Company (http://www.campbellsoup.com); Amazon.com (http://www.amazon.com); Blockbuster (http://www.blockbuster.com); Mattel Inc. (http://www.mattel.com); AOL Time Warner Inc. (http://www.aoltimewarner.com)
Marketing In the Information Age: Online Banking: Technology and CRM
First Union (http://www.wachovia.com)
It's Legal But Is It Ethical?: Just Another Used Car Story?
Carfax (http://www.carfax.com) Marketing Management In Action: Closing Case: Shopping with The Fickle, Fashion-Conscious Teens of Generation Y Harris Interactive (http://www.harrisinteractive.com); American Express (http://www.americanexpress.com); Quicksilver (http://www.quicksilver.com); Vans Inc. (http://www.vans.com); Gucci (http://www.gucci.com); Prada (http://www.prada.com); Fendi (http://www.fendi.it); Louis Vuitton (http://www.vuitton.com); Armani (http://www.giorgioarmani.com); Versace (http://www.versace.com); No Fear (http://www.nofear.com); Abercrombie & Fitch Co. (http://www.abercrombie.com); Hollister Co. (http://www.hollister.com); Wet Seal Inc. (http://www.wetsealinc.com); Pacific Sunwear (http://www.pacsun.com); Robert Wayne Footwear (http://www.robertwayne.com); Hot Topic (http://www.hottopic.com); Torrid (http://www.torrid.com); Buffalo Exchange Ltd. (http://www.buffaloexchange.com); Sears Roebuck and Co. (http://www.sears.com)
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Chapter 6: Business Markets and Buying Behavior
Opening Vignette: AT&T (http://www.att.com); Goodyear (http://www.goodyear.com); Michelin (http://www.michelin.com)
Marketing and Entrepreneurship: Europe's Rust Belt Finds New Source of Business Via the Internet
Universal Process Equipment Inc. (http://www.upe.com); Pilkington (http://www.pilkington.com); Intel Corporation (http://www.intel.com); ComArch (http://www.comarch.com); Billbird (http://www.mojerachunki.pl); SynergiXmedia (http://www.synergixmedia.pl); Interactive Medicine (http://www.intermed.com); Softbank Emerging Markets (http://www.softbank.com)
Innovate or Evaporate: Innovation is Necessary-but Insufficient
Immunex Corp. (http://www.immunex.com); Amgen Inc. (http://www.amgen.com); Xoma Ltd. (http://www.xoma.com); Schering-Plough Corp. (http://www.schering-plough.com); Pfizer Inc. (http://www.pfizer.com); Merck (http://www.merck.com); Wyeth (http://www.wyeth.com); Aventis (http://www.aventis.com)
Marketing Management In Action: Closing Case: Pushing Microsoft "Office" Out of the Office
Microsoft (http://www.microsoft.com); Hyperion Solutions Corp. (http://www.hyperion.com); Great Plains Software (http://www.greatplains.com); Navision (http://www.navision.com); Goldman, Sachs & Co. (http://www.gs.com); JetBlue Airways (http://www.jetblue.com); Business Objects (http://www.businessobjects.com)
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Chapter 7: Market Segmentation, Target Marketing, and Positioning
Opening Vignette: Hindustan Lever Ltd. (http://www.hll.com); Nirma Ltd. (http://www.nirma.co.in); Unilever PLC (http://www.unilever.com); I.M. Singer & Company (http://www.singer.com); Grameen Bank Ltd. (http://www.grameen.com); Standard Bank of South Africa Ltd. (http://www.standardbank.co.za); Citigroup Inc. (http://www.citigroup.com); Monsanto Company (http://www.monsanto.com); Hewlett-Packard Company (http://www.hp.com)
Marketing In the Global Village: Have Cult, Will Travel: Krispy Kreme Doughnuts (http://www.krispykreme.com)
ICON Doughnut Development Co. (http://www.icon.com) Wendy's International Inc. (http://www.wendys.com); Tim Hortons (http://www.timhortons.com); NPD Group Canada Corp. (http://www.npd.com); Coffee Time (http://www.timeforcoffee.com); Dunkin' Donuts (http://www.dunkindonuts.com); Robin's Donuts (http://www.aftonfood.com); Starbucks (http://www.starbucks.com) Managing Change: Dynamic Segmentation Strategies for Dynamic Customers
Tesco (http://www.tesco.com)
Marketing Management In Action: Closing Case: Hispanic Youth and Culturally-Focused Media
Wendy's International (http://www.wendys.com); McDonalds (http://www.mcdonalds.com); Burger King (http://www.burgerking.com); Tricon Global Restaurants (http://www.yum.com); KFC (http://www.kfc.com); Taco Bell (http://www.tacobell.com); Pizza Hut (http://www.pizzahut.com); Arbitron (http://www.arbitron.com); Nielson Media Research (http://www.nielsonmedia.com); Yankelovich Hispanic MONITOR (http://www.yankelovich.com); Starcom (http://www.starcommedia.com); CBS (http://www.cbs.com); Nickelodeon (http://www.nick.com); Univision (http://www.univision.com); Telemundo (http://www.telemundo.com); NBC (http://www.nbc.com); Domino's Pizza (http://www.dominos.com); Subway Restaurants (http://www.subway.com)
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Chapter 8: Product Strategy
Opening Vignette: Kraft Foods, Inc. (http://www.kraft.com); Wal-Mart (http://www.walmart.com); Costco Wholesale Corp. (http://www.costco.com)
It's Legal But Is It Ethical?: Ready-to-Wear Watchdogs
Motorola Inc. (http://www.motorola.com); DuPont Co. (http://www.dupont.com); Burlington Industries Inc. (http://www.burlington.com); Nano-Tex Inc. (http://www.nano-tex.com); Philips NV (http://www.philips.com); Levi Strauss & Co. (http://www.levistrauss.com); Boeing (http://www.boeing.com); Sensatex Inc. (http://www.sensatex.com) Marketing In the Global Village: High Style in a Tiny Package
Ford Motor Co. (http://www.ford.com); Volkswagen AG (http://www.vw.com); Audi (http://www.audi.com); Daimler Chrysler AG (http://www.chrysler.com); Mercedes (http://www.mercedes-benz.com); BMW Group AG (http://www.bmw.com); Porsche AG (http://www.porsche.com)
Marketing Management In Action: Closing Case: If Simmons (http://www.simmons.com) Is a Power Brand, Does That Help Sales Volume?
Sealy (http://www.sealy.com); Serta (http://www.serta.com); Stearns & Foster (http://www.stearnsandfoster.com); McDonald's (http://www.mcdonalds.com); Burger King (http://www.burgerking.com); Volvo (http://www.volvocars.com)
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Chapter 9: Services Marketing Strategy
Opening Vignette: Bank of America (http://www.bankofamerica.com); Gallup Corporation (http://www.gallup.com); Wachovia (http://www.wachovia.com); First Citizens (http://www.firstcitizens.com); BB&T (http://www.bbandt.com); JP Morgan Chase (http://www.jpmorganchase.com); Commerce Bank (http://www.commercebank.com); U.S. Bank (http://www.usbank.com); Washington Mutual Inc. (http://www.wamu.com); Gap (http://www.gap.com); Bank One (http://www.bankone.com); Bremer Bank (http://www.bremer.com)
Managing Change: High-Quality Service at Everyday Low Prices
Staples (http://www.staples.com); Office Depot (http://www.officedepot.com); Office Max (http://www.officemax.com); FleetBoston Financial Corp. (http://www.fleet.com); Canadian Imperial Bank of Commerce (http://www.cibc.com)
Marketing In the Information Age: USAA (http://www.usaa.com) Leverages Processes for Strategic Advantage
J.D. Power and Associates (http://www.jdpower.com); Wards (http://www.wardsauto.com)
Marketing Management In Action: Closing Case: Meals on Wheels (http://www.givemeals.com): Entrepreneuship and Funding for a Nonprofit
Volunteers of America (http://www.voa.org); Senior Resource Connection (http://www.seniorresourceconnection.com); The Metropolitan Inter-Faith Association (http://www.mifa.org); Nestle U.S.A. (http://www.nestleusa.com)
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Chapter 10: Distribution Strategy
Opening Vignette: UPS (http://www.ups.com); FedEx (http://www.fedex.com); Deutsche Post (http://www.deutschepost.de); DHL (http://www.dhl.com); Mail Boxes Etc. (http://www.mbe.com); Papa Johns Pizza (http://www.papajohns.com); Nike (http://www.nike.com); Ford Motor Company (http://www.ford.com); Mercury (http://www.mercuryvehicles.com)
Managing Change: Vendor-Managed Inventory and Integrated Supply
Welch's (http://www.welchs.com) Innovate or Evaporate: Alternative Music Distribution Channels
Tower (http://www.towerrecords.com); Target (http://www.target.com); Sam Goody (http://www.samgoody.com); Caroline Distribution (http://www.carolinedist.com); Alternative Distribution Alliance (http://www.ada-music.com); Time Warner (http://www.aoltimewarner.com); EMI Group (http://www.emigroup.com); Minty Fresh, Inc. (http://www.mintyfresh.com) Marketing Management In Action: Closing Case: Mothers Work, Inc.(http://www.motherswork.com): The Care and Nurturing of a Maternity Fashion Retailer
Motherhood Maternity (http://www.motherhood.com); Mimi Maternity (http://www.mimimaternity.com); A Pea In the Pod (http://www.apeainthepod.com); Maternitymall.com (http://www.maternitymall.com); Sears (http://www.sears.com); JC Penney (http://www.jcpenney.com); Target (http://www.target.com); Bloomingdales (http://www.bloomingdales.com); Macy's (http://www.macys.com); Babies "R" Us (http://www.babiesrus.com); iMaternity (http://www.imaternity.com)
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Chapter 11: Integrated Marketing Communications Strategy
Opening Vignette: Ogilvy & Mather (http://www.ogilvy.com): MetLife (http://www.metlife.com); AT&T
Wireless (http://www.attws.com); Business 2.0 (http://www.business2.com); Jupiter Media Metrix (http://www.jmm.com); Cingular (http://www.cingular.com); Sprint (http://www.sprint.com); Verizon (http://www.verizon.com)
It's Legal But Is It Ethical?: Drug Companies Overstep Boundries
Walgreens Co. (http://www.walgreens.com); Eli Lilly (http://www.lilly.com)
Innovate or Evaporate: E-mail Marketing: Reach Out and Touch Consumers
Platinum Pen (http://www.platinumpen.com); --> Busy Cooks.com; Meta Group (http://www.metagroup.com); Gorp.com (http://www.gorp.com); High Country Gardens (http://www.highcountrygardens.com); MyGolf.com (http://www.mygolf.com)
Marketing Management In Action: Closing Case: "Cisco Internet Generation," an IMC Campaign for Cisco Systems Inc. (http://www.cisco.com)
GMO Hill Holiday (http://www.hhcc.com); JWT Technology (http://www.jwttech.com); Lucent Technologies Inc. (http://www.lucent.com); Nortel Networks Corp. (http://www.nortelnetworks.com); Microsoft Corp. (http://www.microsoft.com); IBM Corp. (http://www.ibm.com)
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Chapter 12: Integrated Marketing Communications Tools
Opening Vignette: Aventis AG (http://www.aventis.com); AstraZeneca PLC (http://www.astrazeneca-us.com); Novo Nordisk (http://www.novonordisk.com)
Innovate or Evaporate: Sales Force Automation and Global Selling
ExpertEyes (http://www.experteyes.com); Innovate or Evaporate: Consumer Marketing Changed by Advent of 29.8/7 Media Week
Starcom Worldwide (http://www.starcomworldwide.com)
Managing Change: Ad Agencies' Roles Changing Dramatically in Dot.com Age
Marketing In the Information Age: Kicking Back Against the Power of Consumerism
Adbusters (http://www.adbusters.org); McDonald's (http://www.mcdonalds.com); Nike (http://www.nike.com); Absolut Vodka (http://www.absolut.com); Girogio Armani (http://www.giorgioarmani.com); Tommy Hilfiger (http://www.tommy.com); Sprite (http://www.sprite.com)
Managing Change: Changing Marketing Horses-Burned Out on the Internet
Marketing Management In Action: Closing Case: Maserati (http://www.maserati.it) Returns to U.S. Market
Bulgari (http://www.bulgari.com); Seidl-Cluss (http://www.seidlcluss.de); -->Porsche (http://www.porsche.com); Jaguar (http://www.jaguar.com); Ferrari (http://www.ferrari.it); Rolls-Royce (http://www.rolls-royce.com); Lamborghini (http://www.lamborghini.com) Mercedes (http://www.mercedes-benz.com); BMW (http://www.bmw.com); Wunderman (http://www.wunderman.com)
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Chapter 13: Direct Marketing
Opening Vignette: Schwab (http://www.schwab.com); Dell Computer Corp. (http://www.dell.com); Hewlett-Packard (http://www.hp.com); eMachines (http://www.e4me.com); Gateway (http://www.gateway.com); IBM (http://www.ibm.com); Compaq (http://www.compaq.com); Lexmark (http://www.lexmark.com)
Marketing In the Global Village: Localize-Or Get Lost in Translation!
Panasonic (http://www.panasonic.com); Matsushita Electric (http://www.mew.co.jp); GlobalSight (http://www.globalsight.com); Berlitz GlobalNET (http://www.berlitz.com); ScreamingMedia (http://www.screamingmedia.com); eTranslate (http://www.etranslate.com); Discovery Networks Europe (http://www.discoveryeurope.com); PricewaterhouseCoopers (http://www.pwcglobal.com)
Marketing and Entrepreneurship: High Impact from Low-Tech Direct Marketing
Rubbermaid Incorporated (http://www.rubbermaid.com); Bakertowne Co., Inc. (http://www.bakertowne.com); Doumar Products (http://www.un-du.com) Marketing Management In Action: Closing Case: Nonprofit Direct Marketing: The Good News Jail & Prison Ministry (http://www.goodnewsjail.org)
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Chapter 14: Pricing Strategy
Opening Vignette: Sony (http://www.sony.com); Hewlett-Packard (http://www.hp.com); Compaq (http://www.compaq.com); Palm (http://www.palm.com); Handspring (http://www.handspring.com)
Innovate or Evaporate: Discount Drugs for Elderly on Low Incomes
Eli Lilly & Co. (http://www.lilly.com); Novartis AG (http://www.novartis.com); GlaxoSmithKline PLC (http://www.gsk.com) It's Legal But Is It Ethical?: Is the Price Right if It's Free?
Recording Industry Association of America (http://www.riaa.org); Copeland Group (http://www.milescopeland.com); The Envisioneering Group (http://www.envision-group.com); PricewaterhouseCoopers (http://www.pwcglobal.com); National Association of Recording Merchandisers (http://www.narm.com); Napster (http://www.napster.com) It's Legal But Is It Ethical?: Price Wars
Wal-Mart (http://www.walmart.com); Murphy Oil Co. Ltd. (http://www.murphyoilcorp.com); M.J. Ervin & Associates Inc. (http://www.mjervin.com)
Marketing Management In Action: Closing Case: Austin, Texas
Challenges Time Warner (http://www.aoltimewarner.com) Cable Pricing Scheme
Grande Communications Inc. (http://www.grandecom.com)
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Chapter 15: Control and Measurement of Marketing Performance
Opening Vignette: Nike (http://www.nike.com); Foot Locker Inc. (http://www.footlocker.com); Adidas (http://www.adidas.com); New Balance (http://www.newbalance.com); PepsiCo Inc. (http://www.pepsico.com); Polo Ralph Lauren Corp. (http://www.polo.com); Footaction (http://www.footaction.com); Adidas-Salomon (http://www.adidas-salomon.com) -->
Marketing In the Global Village: Gaining Altitude: Boeing (http://www.boeing.com) versus Airbus (http://www.airbus.com)
EasyJet Airline Co. (http://www.easyjet.com); Ryanair (http://www.ryanair.com); JetBlue (http://www.jetblue.com); European Aeronautics Defense & Space Co. (http://www.eads.com)
Marketing In the Information Age: Evaluating Advertising Effectiveness: Art or Science?
Marketing Management In Action: Closing Case: The "Kraft-ing" of Mattel (http://www.mattel.com) into a More Stable Toy Company
Philip Morris Co. (http://www.philipmorrisusa.com); Kraft Foods Inc. (http://www.kraft.com); Morningstar (http://www.morningstar.com); Hasbro Inc. (http://www.hasbro.com); Warner Bros. Inc. (http://www.warnerbros.com); Wal-Mart (http://www.walmart.com); Toys "R" Us (http://www.toysrus.com); Target (http://www.target.com); Nickelodeon (http://www.nick.com)
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Chapter 16: The Marketing-Oriented Organization
Opening Vignette: PerkettPR Inc. (http://www.perkettpr.com); INK, Inc. (http://www.inkincpr.com)
Leavitt Communications Inc. (http://www.leavcom.com); nCipher Corp. Ltd. (http://www.ncipher.com)
Marketing In the Information Age: Structural Flaws Dash Marketing Strategy
Managing Change: Temp-Work Plan Faces Europe's Rigid Labor Market
European Trade Union Confederation (http://www.etuc.org); Union of Industrial and Employees Confederations of Europe (http://www.unice.org); International Confederation of Temporary Work Businesses (http://www.ciett.org)
Marketing Management In Action: Closing Case: Resurrected Harp Maker Plays to Win!
Fabrica de Harmonicas Catarinense (Hering) (http://www.heringharp.com); Hohner (http://www.hohnerusa.com); Suzuki (http://www.suzukiharmonicas.com); Tombo (http://www.tombo-m.co.jp/eng/); Yamaha (http://www.yamaha.com); Mars Music (http://www.marsmusic.com)
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