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  • January 1992
  • Case

IBM: Assistant General Manager of Marketing (B)

By: Frank V. Cespedes
Keywords: Marketing; Computer Industry
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  • January 1992
  • Background Note

Managing Sales Interfaces: An Introduction

By: Frank V. Cespedes
Concerns issues involved in coordinating sales efforts with product management and customer service activities. First, discusses environmental factors that increase integration requirements among these groups, and why these factors make the field sales force a crucial... View Details
Keywords: Product Marketing; Social Marketing; Multi-Sided Platforms; Groups and Teams; Salesforce Management
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  • 1992
  • Article

Channel Power: Suggestions for a Broadened Perspective

By: Frank V. Cespedes
Keywords: Perspective
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  • Article

Formulating Channel Strategy in a Rapidly Changing Market: A Case Study and Recommendations

By: Frank V. Cespedes
Keywords: Strategy; Change; Markets; Information
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  • October 1991 (Revised August 2000)
  • Case

Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)

By: V. Kasturi Rangan and Frank V. Cespedes
Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's... View Details
Keywords: Business Divisions; Customer Satisfaction; Demand and Consumers; Market Participation; Distribution Channels; Success; Corporate Strategy; Value Creation; Health Industry
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  • 1991
  • Book

Organizing and Implementing the Marketing Effort

By: Frank V. Cespedes
Keywords: Marketing
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  • Article

Book review of Contemporary Perspectives on Strategic Market Planning, by Kerin, Roger A., Vijay Mahajan, and P. Rajan Varadarajan, Allyn and Bacon, 1990.

By: Frank V. Cespedes
Keywords: Information; Perspective; Strategy; Markets; Planning
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  • March 1991
  • Teaching Note

Procter & Gamble Co. (A), Teaching Note

By: Frank V. Cespedes
Teaching Note for (9-584-047). View Details
Keywords: Advertising; Brands and Branding; Product Positioning; Product Launch; Consumer Products Industry
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  • March 1991 (Revised April 1995)
  • Teaching Note

Pepsi-Cola Fountain Beverage Division: Marketing Organization, Teaching Note

By: Frank V. Cespedes
Keywords: Marketing; Organizational Structure; Food and Beverage Industry
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  • March 1991
  • Teaching Note

Pepsi-Cola Fountain Beverage Division: Tea Breeze, Teaching Note

By: Frank V. Cespedes
Keywords: Food and Beverage Industry
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  • February 1991
  • Teaching Note

Imperial Distributors, Inc. (B), Teaching Note

By: Frank V. Cespedes
Keywords: Distribution Industry
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  • February 1991
  • Teaching Note

Carolina Power & Light Co., Teaching Note

By: Frank V. Cespedes
Keywords: Utilities Industry; North Carolina; South Carolina
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  • February 1991
  • Teaching Note

Imperial Distributors, Inc. (A), Teaching Note

By: Frank V. Cespedes
Keywords: Distribution Industry
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  • February 1991
  • Teaching Note

Frito-Lay, Inc. (A), Teaching Note

By: Frank V. Cespedes
Keywords: Food and Beverage Industry
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  • January 1991
  • Teaching Note

Capital Cities/ABC, Inc: Spot Sales, Teaching Note

By: Frank V. Cespedes
Keywords: Media and Broadcasting Industry
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  • January 1991
  • Teaching Note

Honeywell, Inc.: International Organization for Commercial Avionics (A) and (B), Teaching Note

By: Frank V. Cespedes
Keywords: International Relations; Computer Industry
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  • January 1991
  • Teaching Note

MCI Telecommunications Corp.: VNET (A), (B), and (C), Teaching Note

By: Frank V. Cespedes
Keywords: Telecommunications Industry
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  • January 1991
  • Teaching Note

MCI Communications Corp.: National Accounts Program, Teaching Note

By: Frank V. Cespedes
Keywords: Telecommunications Industry
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  • December 1990
  • Teaching Note

Actmedia, Inc., Teaching Note

By: Frank V. Cespedes
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  • November 1990
  • Teaching Note

Cole National Corp.: Turnover, Teaching Note

By: Frank V. Cespedes
Keywords: Retention
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