Description

This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a regular basis. The cases were chosen to help students apply conceptual, strategic thinking to issues in marketing management, as well as provide them with more practical operational ideas and methods.

Key Features:

- Presents a variety of real-world cases: Cases were chosen from around the world—from small and large corporations—and include household names such as Ruth`s Chris, Dove’s Campaign for Real Beauty, and Kraft Foods.
- Includes a majority of very recent cases: Many cases are from 2009 or later, and include Twitter, Walmart Puerto Rico, Best Buy, and Ultimate Fighting Championships.
- Provides an introductory review of the topic area of each chapter prior to the set of cases: This makes the book an ideal stand-alone text for courses using a case-only approach, as well as a useful supplement to any core textbook.
- Includes questions after each case: Helping students to think critically about the material, the questions can be used to generate classroom discussion.

Cases in Marketing Management is edited by Kenneth E. Clow and Donald Baack, and follows the structure and goals of their textbook Marketing Management: A Customer-Oriented Approach. It can also be used as a stand-alone text, or as a supplement to any other marketing management textbook for instructors who want to more clearly connect theory and practice to actual cases.

A password-protected Instructor Teaching Site at http://www.sagepub.com/clowcmm/ includes teaching notes for all the cases, along with suggested answers to the end-of-case questions.

More Details about Cases in Marketing Management

General Information  
Author(s)Kenneth E Clow and Donald Baack
PublisherSAGE Publications India Pvt Ltd
ISBN9788132110194
Pages560
BindingPaperback
LanguageEnglish
Publish YearAugust 2012