THE MARKETING CASEBOOK by Sally Dibb, Lyndon Simkin ( 9780415089500 )

Item Details

Title:

THE MARKETING CASEBOOK
KEY NOTES AND CASES

By:

Format:

Paperback

List price:	£19.99
We currently do not stock this item, please contact the publisher directly for further information.

ISBN 10:

0415089506

ISBN 13:

9780415089500

Publisher:

CENGAGE LEARNING EMEA

Pub. date:

1 December, 1993

Pages:

356

Description:

A major text offering a new approach to marketing casebooks. It leads the reader through a range of marketing strategies and techniques, moving from introductory concepts to specialized applications.

Synopsis:

"The Marketing Casebook" is specifically designed to cover the key concepts in marketing theory through a series of integrated case studies. By looking at the way marketing works in practice, the reader is drawn into the problems and questions that face marketers and managers in their everyday lives. "The Marketing Casebook" has been designed to be used as an all round resource to help develop the skills of the reader in discussions and examinations. The book is divided into two main part: 15 cases; detailed case study; a selection of key issues for analysis; references for the rest of the book; 15 theory notes; concentrated summary of key marketing principles; further reading. "The Marketing Casebook" also includes: a full glossary; a bibliography; and a section on "how to use cases". "The Marketing Casebook" is the ideal resource for students of marketing whether at undergraduate or MBA level. It is intended to work as a course in its own right which can be used for distance learning, as well as being a good comprehensive revision guide. The cases are from a variety of well-known companies which should also be of interest to anyone involved in the marketing process.

Illustrations:

glossary, bibliography, further reading list, index

Publication:

Imprint:

Cengage Learning EMEA

Returns:

Non-returnable

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