- 作 者：（美）肯尼斯·L.伯恩哈德特（KennethL.Bernhardt），（美）托马斯·C.肯尼尔（ThomasC.Kinnear）著
- 出 版 社：沈阳：东北财经大学出版社；McGraw-Hill出版公司
- 出版年份：1998
- ISBN：7810444697
- 标注页数：665 页
- PDF页数：677 页
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ContentsPART 1 An Orientation to the Case MethodChapter 1 Note to the Studenton the Case Method 2
Chapter 2 Introduction to Marketing Decision Making 5
Chapter 3 FinancialAnalysisforMarketingDecisionMaking 17
Chapter4 ACasewithaStudentAnalysis 25
PART 2 Introduction to Marketing Decision MakingCase 1：General Motors：Cadillac 46
Case 2：KitchenAid Small Appliances：Central Europe 72
Case 3：CompaqComputerCorporation 91
Case 4：Exercise on Financial Analysis for Marketing Decision Making 115
PART 3 Marketing Information and ForecastingCase 5：The Atlanta Journal and Constitution（A） 119
Case 6：Greenwood Federal Savings and Loan 134
Case 7：AGT，Inc. 165
Case 8：Modern Plastics（A） 173
PART 4 Product and Brand Management DecisionsCase 9：Machine Vision International 184
Case 10：Voice Mail Around the World 203
Case 11：Schweppes Raspberry Ginger Ale 222
Case 12：Electrohome（A）：Projection Systems Division 234
PART 5 Distribution DecisionsCase 13：Chaebol Electronics Company,U．S． 249
Case 14：Ito-Yokado Company 261
Case 15：Levi Strauss Japan K．K． 288
Case 16：American Airlines：SABRE Reservation System in Europe 318
PART 6 Promotion DecisionsCase 17：South-West Pharmaceutical Company 349
Case 18：Suburban CableVision 359
Case 19：Rich’s Department Store 370
Case 20：Exercise in Print Advertising Assessment 394
Case 21：The Customer-Focus Challenges of Integrated Marketing Communications at CCH 395
Case 22：Allied Food Distributors 412
Case 23：Outdoor Sporting Products，Inc. 417
PART 7 Pricing DecisionsCase 24：Royale Suites 428
Case 25：TechtronicsLimited 438
Case 26：Big Sky of Montana，Inc. 442
Case 27：Procter Gamble Inc.：Downy Enviro-Pak 453
PART 8 Public Policy and Ethical Aspects of MarketingCase 28：Nestlé and the Infant Food Controversy（A） 463
Case 29：InterMark：Designing UNICEF’s Oral Rehydration Program in Zambia 490
Case 30：Country Lass Fashions 509
PART 9 Marketing Programs and StrategyCase 31：Virgin Atlantic Airways 514
Case 32：Dutch Food Industries Company 543
Case 33：Quaker State 556
Case 34：L．A．Gear 587
Case 35：Longevity Healthcare Systems，Inc. 629
Case 36：Cima Mountaineering，Inc. 646