Chapter 1 - Introduction to Managing Marketing

Columbia MBA alumna, Ellen

Chapter 4 - Customer Insight

Howard Richman, Executive Director, Marketing and Commercial Services Procurement, Merck

Chapter 8 - Market Segmentation and Targeting

Ron Boire, President, ToysRus North America

Chapter 10 - Managing Through the Life Cycle

Ron Boire, President, ToysRus North America

Chapter 11 - Branding

Schmitt, Executive Director, Center on Global Brand Leadership, Columbia Business School

Chapter 15 - Integrated Marketing Communications

1: Mark Hughes, CEO Buzz Marketing: Author Buzz Marketing

2: Joe Plummer, Director of Research, Advertising Research Foundation

Chapter 16 - Directing and Managing the Field Sales Effort

1: Dave Cichelli, Vice President, The Alexander Group: Author Compensating the Sales Force

2: Eric Baron, Founder and President, The Baron Group: Author Sling is a Team Sport

Chapter 19 - Managing Price and Value

1: Reed Holden, Founder and President, Holden Associates: Author

2: Hitendra Wadhwa, Associate Professor of Practice, Columbia Business School

Chapter 20 - Ensuring the Firm Implements the Marketing Offer as Planned

Sam Moed, Senior VP Worldwide Strategy and Operations, Bristol-Myers Squibb

Chapter 21 - Monitoring and Controlling Firm Performance and Functioning

1: Alan Fortier, President, Fortier and Associates, Inc.

2: Ron Boire, President, ToysRUs North America

Chapter 4 - Customer Insight

1: Customer Insight 1

2: Customer Insight 2

3: Customer Value 1

4: Customer Value 2

5: Customer Value 3A

6: Customer Value 3B

7: Customer Value 4

Chapter 11 - Branding

Virgin Branding

Chapter 15 - Integrated Marketing Communications

1: Advertising Olympics

2: Carlton Draught Skytroop Show

Chapter 16 - Directing and Managing the Field Sales Effort

A Few Good Expenses