这是本由美国哈佛商学院提供版权的关于营销管理的全英文书籍。它主要通过案例教学，案例不仅运用于讨论研究，还作为概念或原理的例子、说明来使用。因此，它在相关领域的书籍中具有很高评价。

arketing Strategy--An Overview (9-500-005) 1

Tesco PIc. (9-503-036) 23

Warner-Lambert Ireland: Niconil (9-593-008) 43

Creating Value (9-501-039) 59

Xerox: Book-in-Time (9-599-119) 65

Omnite! Pronto Italia (9-501-002) 83

Market Segmentation, Target Market Selection and Product Positioning (9-501-018) 107

TiVo (9-501-038) 113

Aqualisa Quartz: Simply a Better Shower (9-502-030) 129

Integrated Marketing Communications (9-599-087) 149

Colgate-Palmolive Company: The Precision Toothbrush (9-593-064) 163

Going to Market (9-599-078) 187

Goodyear: The Aquatred Launch (9-594-106) 197

Avon.corn (A) (9-503-016) 221

Avon.com (B) (9-503-041) 237

Pricing: A Value-Based Approach (9-500-071) 239

Brands and Branding (9-503-045) 249

UNICEF (9-503-032) 261

Note on Customer Management (9-501-044) 289

Fabtek (A) (9-592-095) 295

Fabtek (B) (9-592-096) 311

Starbucks: Delivering Customer Service (9-504-016) 313

Sustaining Value (9-501-045)                      333

Zucamor S.A.: Global Competition in Argentina (9-599-096) 343