The Marketing Casebook : Cases and Concepts （2ND）

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The Marketing Casebook : Cases and Concepts （2ND）

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 384 p.
  • 言語 ENG
  • 商品コード 9781861526243
  • DDC分類 658.8

Full Description

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.

Contents

PART 1: HOW TO TACKLE CASE STUDY ANALYSIS AND PRESENTATIONS.
Case Study Analysis.
PART 2: SHORT CASES FOR DISCUSSION.
Ethical Marketing - GM Foods: Supermarkets Versus the Regulators.
The Marketing Environment - Formula 1 and Tobacco.
Non-Business Marketing - Marketing the NSPCC.
Marketing Mix - Private Health Care.
New Product Development - Smelly Fabrics.
Promotion - Surprise Advertising.
Direct Marketing - Boxman on the Internet.
Marketing Operations - McDonalds Controls
PART 3: FULL CASES.
Aer Lingus -Beyond Face Value.
JCB Backhoe Loader - Internationally into the Dictionary.
Lego -Building for the Future.
Electric Vehicles in their Infancy - Researching Target Market Attitudes.
Stepcan - Differential Advantage Through Packaging.
Kodak Norge - The Search for Information.
Petrol Retailing - Supermarket Giants Take on the Oil Companies.
Waterford Crystal - Targeting Youths.
TGI Fridays - Themed Restaurants Compete.
Royal Ahold - Socially Responsible Global Expansion.
Heineken - Global Expansion, Local Branding.
Games Workshop - Warfare in the Creche.
Turkish Ice Cream Wars.
Sleeping on a Budget - Lodge Hotels Lead the Way.
ABN AMRO - Global Strengths, Regional Necessities.
Chester Zoo - Combining Marketing and Conservation.
Carrefour - The Global Hypermarket.
PART 4: THEORY NOTES.
T1: What is Marketing?
T2: The Marketing Environment and Competition
T3: Buying Behaviour
T4: Marketing Research
T5: Forecasting
T6: Market Segmentation
T7: Competitive Strategy
T8: The Marketing Mix: Products and Product Management
T9: The Marketing Mix: Place - Distribution and Marketing Channels
T10: The Marketing Mix: Pricing
T11: The Marketing Mix: Promotion
T12: Direct Marketing and the Internet
T13: The Marketing of Services
T14: Industrial, Business-to-business Marketing
T15: Marketing Planning
T16: International Marketing
T17: Ethics and Social Responsibility in Marketing
PART 5: GLOSSARY OF KEY TERMS
PART 6: FURTHER READINGS