The Financial Times marketing casebook - Levela Rickard

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.