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Text:

Product Management, 2nd edition (1997)

Donald R. Lehmann and Russell S.Winer; Richard D. Irwin Publishers: Chicago, IL.

Other Materials:

Case 1

TBA (on reserve)

Case 2

TBA (on reserve)

Harmon Case

Bookstore

Pepsi-Cola Tea Breeze

Bookstore

Eastman-Kodak Funtime

Bookstore

P1: Sample Marketing Plans

On reserve

P2:

Heath, et al. (1995)"Mental Accounting and Changes in Price: The Frame Dependence of Reference dependence", Journal Of Consumer Research, 22 (June), 90-97.

On reserve

 

P3:

Grewal, et al. (1996)"Communicating Price Information Through Semantic Cues: The Moderating Effects of Situation and Discount Size", Journal of Consumer Research, 23 (September), 148-155.

On reserve

 

P4:

Hoch, et al (1994)"EDLP, Hi-Lo, and Margin Arithmetic", Journal of Marketing, 58 (October), 16-27.

On reserve

 

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