Contents

1. Course Outline
2. Note on Marketing Strategy
3. Saxonville Sausage Company
4. Market Segmentation Targeting and Positioning
5. Birth of Swatch
6. Note on Product Policy
7. Economics of Product Variety
8. Price Discrimination
9. Cambridge Software Corporation
10. Pintura Corporation: The Lena Launch Decision
11. Brands and Branding
12. Mahindra “Rise”: A Brand Architecture Decision
13. Note on Pricing Policy
14. Signode Industries Limited
15. Go-To-Market Strategy
16. An Irate Distributor
17. Dakota Office Products
18. Note on Retail Positioning
19. Note on Integrated Marketing Communication
20. Reliance Baking Soda: Resource Allocation
21. Note on Personal Selling
22. Sales Force Integration at Fed Ex—A
23. Eco7: Launching a new Motor Oil
24. Optical Distortion, Inc.
25. The Services Imperative
26. Housing.com
27. Social Strategies that work
28. Tech Talk: Creating a new Social Media Strategy
29. Value Proposition in Business to Business Markets
30. PV Technologies: Were they sleeping at the switch?
31. The Customer Centred Innovation Map
32. EMC-2: Delivering Customer Centricity
33. Sustaining Value