"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.
- ISBN10 0415089506
- ISBN13 9780415089500
- Publish Date October 1993
- Publish Status Out of Print
- Out of Print 20 October 2009
- Publish Country GB
- Imprint Cengage Learning EMEA
- Format Paperback
- Pages 356
- Language English