This volume aims to help increase knowledge, skills and insights into making effective decisions in the 'bigger hall' of marketing management. It contains 17 case studies which are aimed at improving the reader's skills in making and carrying out effective decisions in industrial and business marketing. Each of the case studies provides an understanding of the culture of a particular firm in a particular industry. All are based on field research studies of actual firms. The topics included cover: setting strategic direction; product and customer portfolio analysis; product development; advertising; pricing; channel management; environmental scanning; measuring strengths and weaknesses; understanding competitors' behaviour; auditing marketing activities; and international marketing strategies. These case studies also provide a diversity of industry settings ranging from a small Japanese printing firm located to MacTec Control AB, a Swedish manufacturer of high-tech equipment and from Thomson Consumer Electronics to Cavity Oil Pumps.
Takaishi Printing Company, Robert P. Crowner; global sourcing at Thomson Consumer Electronics, E.W. Davis and J.W. Kamauff; cross-functional strategy decision-making - the Techno Project, Gary L. Frankwick and Michael D. Hutt; a question of ethics - a case study outlining an ethical dilemma facing an industrial marketer, Walter S. Good amd Stephen S. Tax; Lee Jing Textile Company, Ltd, Sue Greenfield and Shun-Ching Horng; LCF International - a case study of foreign investment in an emerging market, Wesley J. Johnston and Jeffrey E. Lewin; Universal Machinery - pursuing a new direction, Donald L. Lester and J. Barry Gilmore; Duprey Progressing Cavity Oil Pumps, J. David Lichtenthal and Mary M. Long; Power and Motion Industrial Supply Inc, H.F. Mackenzie; some ethical dilemmas in business-to-business sales, H.F. Mackenzie; Comfortek Controls, Allan J. Magrath and Kenneth G. Hardy; Hayes Wheels International, Inc - the light vehicle wheel segment of the automotive parts and accessories industry, Robert J. Mockler et al; Bateson Battery Chargers, James E. Nelson; Mactec Control AB, James E. Nelson; Gas Leak Detection Systems Pvt, Ltd, Rahul Rosha; Diesel Technology Company, Ram Subramanian et al.