The Marketing Casebook: Cases and Concepts

by Lyndon Simkin (Author), Lyndon Simkin (Author), Sally Dibb (Author)

• Used

  Paperback
  2000

  $5.88

  Designed to accompany business school and college marketing courses or for self-tuition in the key concepts in marketing theory, The Marketing Casebook uses fully cross-referenced short and full cases and theory notes to present the key elements of marketing. 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. A mix of real world cases and theory summary notes, The Marketing Casebook provides a concise revision-oriented overview of the key marketing concepts, guiding the reader from introductory theory to specialised applications in consumer, industrial and services marketing.

• Used

  Paperback
  1993

  $3.29

  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.

• New

  Paperback
  2000

  $80.41

  Designed to accompany business school and college marketing courses or for self-tuition in the key concepts in marketing theory, The Marketing Casebook uses fully cross-referenced short and full cases and theory notes to present the key elements of marketing. 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. A mix of real world cases and theory summary notes, The Marketing Casebook provides a concise revision-oriented overview of the key marketing concepts, guiding the reader from introductory theory to specialised applications in consumer, industrial and services marketing.