This second edition of the FT Marketing Casebook has been completely updated to reflect the content of the second edition of Brassington and Pettitt's Principles of Marketing. The book is ideal for use either in conjunction with the text or in isolation.
Cases drawn from recent Financial Times newspaper articles are used to highlight and exemplify core marketing issues. Each chapter contains 3-4 cases covering the structure of an introductory marketing course. In addition a brief commentary explains the appropriate marketing theory.
Cases are drawn from a wide variety of sectors and consistently achieve a high standard. The structure of the book matches exactly that of Principles of Marketing.
Examples of cases covered include: Teletubbies, Dixons, Nintendo, Heinz, Apple, Renault, Coca-cola.
In addition an instructor's manual shows how the cases can be used within a course.
- ISBN10 0273638963
- ISBN13 9780273638964
- Publish Date 11 September 2000 (first published 23 May 1997)
- Publish Status Out of Print
- Out of Print 15 March 2021
- Publish Country GB
- Imprint Financial Times Prentice Hall
- Edition 2nd edition
- Format Paperback
- Pages 184
- Language English