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商品編號： 9-594-106 出版日期： 1993/07/23 作者姓名： Quelch, John A.;Isaacson, Bruce 商品類別： Marketing 商品規格： 23p 再版日期： 1994/09/07 地域： Ohio 產業： Fabrication and manufacturing 個案年度： 1992 - 1992
商品敘述：
After many years of R&D, Goodyear has developed the Aquatred, an innovative new tire. However, the tire industry has matured and evolved, raising questions concerning the Aquatred''s ability to gain support from Goodyear''s independent tire dealers. Students must use information on channel evolution and consumer behavior to make two decisions: whether to launch the Aquatred and whether to expand Goodyear''s distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.
涵蓋領域：
Marketing channels;Product distribution;Marketing management;Marketing strategy;Product launches
相關資料：
, (9-595-016), 14p, by John A. Quelch
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