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This second edition of the FT Marketing Casebook has been completely updated to reflect the content of the second edition of Brassington and Pettitt's Principles of Marketing. The book is ideal for use either in conjunction with the text or in isolation.

Cases drawn from recent Financial Times newspaper articles are used to highlight and exemplify core marketing issues. Each chapter contains 3-4 cases covering the structure of an introductory marketing course. In addition a brief commentary explains the appropriate marketing theory.

Cases are drawn from a wide variety of sectors and consistently achieve a high standard. The structure of the book matches exactly that of Principles of Marketing.

Examples of cases covered include: Teletubbies, Dixons, Nintendo, Heinz, Apple, Renault, Coca-cola.

In addition an instructor's manual shows how the cases can be used within a course.

The Financial Times marketing casebook - Levela Rickard

9780273638964
£ 2.69
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Title
The Financial Times marketing casebook
Author
Levela Rickard
format
Paperback / softback
Publisher
Financial Times Press
Language
English
UK Publication Date
20000911

This second edition of the FT Marketing Casebook has been completely updated to reflect the content of the second edition of Brassington and Pettitt's Principles of Marketing. The book is ideal for use either in conjunction with the text or in isolation.

Cases drawn from recent Financial Times newspaper articles are used to highlight and exemplify core marketing issues. Each chapter contains 3-4 cases covering the structure of an introductory marketing course. In addition a brief commentary explains the appropriate marketing theory.

Cases are drawn from a wide variety of sectors and consistently achieve a high standard. The structure of the book matches exactly that of Principles of Marketing.

Examples of cases covered include: Teletubbies, Dixons, Nintendo, Heinz, Apple, Renault, Coca-cola.

In addition an instructor's manual shows how the cases can be used within a course.

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Type
BOOK
Edition
2nd Edition
Keyword Index
Marketing - Case studies.
Country of Publication
England
Number of Pages
171

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