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商品編號： 4127 出版日期： 2009/05/22 作者姓名： Quelch, John A.;Beckham, Heather 商品類別： Marketing 商品規格： 12p 再版日期： 2009/12/30 地域： United States 產業： Retail and consumer goods 個案年度： 2007 -
商品敘述：
When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Reliance Baking Soda is Stewart Corporation''s oldest and most established product. The new Domestic Brand Director needs to create a 2008 marketing budget that delivers a profit increase of 10% over 2007 levels. She must first evaluate the effectiveness of past consumer and trade promotions and determine if a price increase will have net bottom line benefits. Then she must decide on the optimal allocation of her marketing budget, taking into account the brand''s apparent "cash cow" role in the Household Division of Stewart Corporation. Students are expected to complete a quantitative assignment: create and defend a budget.
涵蓋領域：
Advertising;Budgets and budgeting;Communication strategy;Consumer marketing;Marketing management;Marketing strategy;Product launches;Product management;Quantitative analysis;Sales promotions
相關資料：
, (4128), 17p, by John A. Quelch, Heather Beckham
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