Product Description

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.

Product Details

• Amazon Sales Rank: #1794153 in Books
• Published on: 2000-09-11
• Original language: English
• Binding: Paperback
• 184 pages

From the Back Cover
This second edition of the FT Marketing Casebook has been completely updated with new case material drawn from a wide variety of sectors. Each of the 23 chapters contains a brief introduction to the subject area which is then summarised into key points with which the student should be familiar. Three to four articles make up the main body of each chapter and the subject areas are brought to life through questions and opportunities for presentations, debates, background research and discussion. Each article is accompanied by a series of questions designed to encourage thought about whether or not the theories of marketing can be useful to help explain a firms action.
The book is ideal for use across the full range of marketing texts available from Financial Times/Prentice Hall.
Examples of cases covered include- Teletubbies, Dixons, Nintendo, Heinz, Apple, Renault, Coca-cola and many more!
In addition an instructor's manual, available free to adopting lecturers, show how the cases can be used within a course.

Customer Reviews

Excellence for Marketing Student
A great book for marketing students with lively examples in the real world. Sometime it’s hard to understand the marketing concepts in the books. Here we have a chance of learning marketing from practical cases. It will be easier for readers to understand.