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Cases in Marketing Management Ed by Ross Brennan

By: Brennan, Ross.
Material type: materialTypeLabelBookPublisher: London Pitman Publishing 1995Description: 252p.ISBN: 9780273616948.Subject(s): Marketing ManagementDDC classification: 658.8
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Item type Current location Collection Call number Status Date due Barcode Item holds
Case Study Case Study Institute of Management
General 658.8 CAS (Browse shelf) Available M06349
Book Book Institute of Management
General 658.8 BRE (Browse shelf) Item withdrawn M04946
Case Study Case Study Institute of Management
General 658.8 CAS (Browse shelf) Available M02537
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Table of Contents Section 1 THE MARKETING MANAGEMENT PROCESS AND MARKETING CASE ANALYSIS Chapter 1 Introduction to Marketing Management Ross Brennan The Development of Marketing Analysis for Marketing Decisions The Product Marketing Communications Marketing Channels Pricing Marketing Planning and Strategy Chapter 2 The Analysis of Marketing Case Studies Karin Newman and Ross Brennan Why Case Studies? Learning from Case Studies The Role of the Student The Analysis of Marketing Case Studies Communicating the Results of Your Analysis Section 2 CASES IN CONSUMER GOODS MARKETING Case 1 Market Research Brief - London Electricity plc: Appliance Retailing Business Ross Brennan Background Research Objectives Type of Research Envisaged Question Areas to be Covered Market Data Case 2 Advertising the Autostore Ross Brennan Case 3 Castlemaine XXXX Ross Brennan Market Share Distribution Brand Positioning and Target Market Case 4 Ice-ceam wars: The UK Ice-cream Market in 1990 Ross Brennan Sectors of the Market Competition in the Market Market Trends Case 5 A Case of Too Many Cooks? The UK Electrical Goods Retail Sector Ross Brennan The Market: Size and Growth The Major Players Mergers and Alliances Profitability The Move Out of Town Confrontation Between the Market Leaders and the RECs Shakeout? Case 6 The 'Quality' Newspaper Price War of 1994 Ross Brennan The UK Newspaper Market Disturbing Trends in the Market War Amongst the Quality Papers Fall-out from the Price War Who Won the War? Case 7 Taiwai SA James Patterson The New Sports Shoe Division of Taiwai SA The Products Market Research Management Action The TUL Management Team Case 8 Famagusta Bakery Ltd GhaIib Fahad Development of the Company Management and Organisation Marketing Activities Profile of the UK Bread Market Competition The Company's Present and Future Position Section 3 CASES IN CONSUMER SERVICES MARKETING Case 9 Sketchley and Supasnaps: Under the same roof! Derek Thurley Case 10 Rationing or demarketing? That is the question Annabelle Mark Case 11 The Beaufort Hotel Stephen Hearnden and Paola Bradley Accessibility Organisation Structure Hotel reputation 1 Hotel room facilities The Beaufort Bar The Le Printemps Restaurant Appendix A: Data on utilisation of Beaufort Hotel facilities and background information of the market Appendix B: Memos Case 12 The Niger Restaurant Bal Chansarkar and Ghalib Fahad Origin of the business Developing a marketing strategy Development of the business Appendix A: Fast-food and restaurant market Appendix B: Fast-food and restaurant franchising Appendix C: The ethnic food market Appendix D: Goals and objectives of Niger Restaurant Appendix E: A survey of customers Appendix F: Population profile of Haringey Case 13 Freddy Slinger's bed and breakfast Ghalib Fahad Case 14 London Underground Ltd: Customer Charter Simon Speller Background to London Underground Ltd (LUL) Becoming more business-like Developing marketing at LUL Marketing management issues for LUL Section 4 CASES IN BUSINESS GOODS MARKETING Case 15 Ethical issues in marketing research Ross Brennan Case 16 Distribution in Hungary James Patterson The state monopoly The privatisation The South Transdanubian region The regional company Case 17 Svenska Ackumulator AB Jungner: Marketing planning in a multinational company Frederick E. Webster Jr The product line and applications Relationships with subsidiaries Previous attemps at marketing planning Appendix: Comments by managers about the development of a marketing planning system Section 5 CASES IN BUSINESS SERVICES MARKETING Case 18 Innovative Cleaning Solutions - The industrial cleaning winning formula? Derek Thurley Case 19 The 19th Hole Conference Rooms Stephen Hearnden Case 20 The price of keeping in touch - BT's international phone service Ross Brennan Case 21 Elite Technology Services Ross Brennan Case 22 British Telecommunications plc: Facing up to the 1990s Ross Brennan The telecommunications business environment Strategic development as a PLC Project Sovereign Looking to the future Section 6 QUESTIONS RELATING TO THE CASES

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