"Marketing Challenges: Cases and Exercises" provides the instructor with a wide range of cases, including the best selection of international cases. These include all the elements and variables of the marketing mix, plus strategy and planning. "Marketing Challenges: Cases and Exercises" contains a mix of the old with the new, combining classic cases known for their classroom effectiveness with 21 new cases not included in the previous edition. There is a healthy mix of cases based upon real corporations and organizations: from domestic and international, consumer and industrial, service and product, to profit and not-for-profit, spanning the entire marketing process from targeting and research through implementation. There is a strong focus on services marketing and a special emphasis on international marketing. The text can be used as a stand-alone core text, or as a companion casebook. New to this edition - user-friendly software, that puts marketing principles into practice, is packaged with this hard cover version; also available are an instructor's manual with exhaustive case notes, sample course outlines, a case/topic matrix, and case solutions, written by the authors.
Also available - Instructor's manual (0-07-038803-2).
- ISBN10 0070665044
- ISBN13 9780070665040
- Publish Date 1 October 1986 (first published 1 January 1985)
- Publish Status Out of Print
- Out of Print 12 February 1993
- Publish Country US
- Publisher McGraw-Hill Education - Europe
- Imprint McGraw-Hill Inc.,US
- Format Paperback
- Pages 663
- Language English