Marketing case studies - Jonathan Sutherland

Unlike many disciplines, marketing is not something that can be really understood without reference to events in the real world. This book provides 15 real case studies of marketing in action to give students an insight into the real world of marketing and develop their skills and understanding. Each case has been carefully chosen to highlight a different type of marketing problem and includes examples drawn from both multinationals and start ups as well as a wide range of business sectors. Companies such as Kuoni and Lever Brothers have provided case studies of actual marketing campaigns.;Each case study follows a similar format with a brief profile of the company, the aspect of marketing highlighted, identification of the problem, the campaign itself, the personnel involved and company's conclusions, together with assignment work, and points linking the case with relevant background theory.;It is aimed at students taking BTEC National Marketing option modules as well as A and AS level business studies students.