The Marketing Casebase
Short Examples of Marketing Practice
Published on 29. June 1995
Book
Paperback/Softback
288 pages
978-0-415-10321-3 (ISBN)
Description
Containing hundreds of mini case studies on the marketing strategies of well-known companies throughout the world, this book offers a feast of real-life examples of marketing practice. With brief explanations of the key marketing techniques and strategies, from market analysis to the marketing mix, it covers consumer, industrial and service marketing. It is fully cross-referenced and is it is ideal for students and professionals alike.
More details
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Product notice
Paperback (UK-trade)
Illustrations
5 line drawings
Dimensions
Height: 216 mm
Width: 138 mm
Weight
380 gr
ISBN-13
978-0-415-10321-3 (9780415103213)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
The strategic planning process; marketing strategies; the marketing environment; marketing research, information, forecasting and measurement; buyer behaviour; segmentation and positioning; products; new product development; pricing; marketing channels; advertising; personal selling; sales promotion and public relations; market status and competitive moves; organization structures.