The Marketing Casebook: Cases and Concepts - Couverture souple

Dibb, Sally; Simkin, Lyndon

Couverture souple

ISBN 10 : 0415089506 ISBN 13 : 9780415089500

Editeur : Cengage Learning EMEA, 1993

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.

Détails de l'édition

• Éditeur: Cengage Learning EMEA
• Date d'édition: 1993
• Langue: anglais
• ISBN 10: 0415089506
• ISBN 13: 9780415089500
• Reliure: Broché
• Nombre de pages: 356
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible