Cases In Marketing Management

The structure and content of this book of marketing cases means that it will fit all introductory marketing courses and complement any of the standard principles textbooks. The case book covers a wide range of themes and industry sectors and includes short cases as well as longer, more complex ones.

Sommario

Section 1 The marketing management process and marketing case analysis
Section 2 Cases in consumer goods marketing (8 cases)
Section 3 Cases in consumer services marketing (6 cases)
Section 4 Cases in business goods marketing (3 cases)
Section 5 Cases in business services marketing (5 cases)
Section 6 Questions relating to the cases
Index
Cases include: London Underground Ltd, British Telecom, Castlemaine XXXX

Riassunto

The structure and content of this book of marketing cases means that it will fit all introductory marketing courses and complement any of the standard principles textbooks. The case book covers a wide range of themes and industry sectors and includes short cases as well as longer, more complex ones.

Dettagli sul prodotto

• Autori: Ross Brennan
• Editore: Pearson Academic
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 01.01.1995
• EAN: 9780273616948
• ISBN: 978-0-273-61694-8
• Pagine: 252
• Peso: 420 g
• Serie: Financial Times; Financial Times
• Categoria: Scienze sociali, diritto, economia > Economia > Pubblicità, marketing