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  • Beckenstein, Alan R.
  • Bodily, Samuel E.
  • Bourgeois, L. J. III
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Picture of Brooke Correll and Clos Du Val: Adventures in Napa Valley (B)

In this three-part case, an established winery's first marketing director is charged with reviving the once-hot brand. Cofounded by an expert winemaker with ties to the famous Ch?teau Lafite-Rothschil ...

Picture of Marketing and Ethics

Marketing tactics such as pricing, promotion, placement, and product decisions all help business owners create a need for their products or services. What managers seldom realize, however, is that the ...

Picture of Taking the Plunge: New Luxury Ventures

Students at all levels explore the psychology of entrepreneurship and new product branding and marketing as a young IBM executive decides whether to become an entrepreneur. He must evaluate his busine ...

Picture of A Note on Sizing the Sales Force

This note describes several approaches one could employ to size a sales force. It addresses the advantages of each approach as well as the weaknesses. The case entitled "Z Associates: Sizing the Sales ...

Picture of A Practical Guide to Conjoint Analysis

This technical note provides an overview of conjoint analysis. It shows how to interpret standard conjoint-analysis output and the uses of that output. It provides several examples of how output can b ...

Picture of A Resource-Allocation Perspective for Marketing Analytics

Managers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics?the proces ...

Picture of A Tough Sell in Sales Management (A)

As a manager of a local subsidiary, how skilled should you be in understanding a customer's behavior? Lars Falk, country manager at Genupay in Sweden AB, an IT software company, and one of his sales p ...

Picture of A Tough Sell in Sales Management (B)

As a manager of a global subsidiary, how skilled should you be in predicting a customer's behavior? Larry Swartz, country manager at Genua in Sweden AB, an IT services company, and one of his sales pe ...

Picture of A Tough Sell in Sales Management (C): Epilogue

As a manager of a global subsidiary, how skilled should you be in predicting a customer's behavior? Larry Swartz, country manager at Genua in Sweden AB, an IT services company, and one of his sales pe ...

Picture of Absolut Vodka

This case depicts the history of an unusual brand in the "super premium" segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of- ...

Picture of Absolut Vodka: The Spirit of a Brand

This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is ava ...

Picture of Acquisition Cost Allocation at Progressive Insurance

Omar Parvaiz, Progressive Insurance field product manager in charge of Tennessee and South Carolina, must analyze the results of a yearlong test of a new pricing algorithm he developed. The new algori ...
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