Description
Cengage Learning Marketing Management: A Casebook by Pradhan
Marketing Management: A Casebook is a comprehensive collection of 16 cases aimed at helping students understand the complex issues that marketing professionals deal with on a regular basis. These cases will help students apply conceptual, strategic thinking to issues in marketing management, as well as provide them with more practical operational ideas and methods. Cases are Asia-centric, taken from small and large corporations and include household names such as Reliance Fresh Stores, Burnol, Burger King and Cafe Coffee Day. Questions are included after each case to help students to think critically about the material. With a logically structured approach to case analysis and questions for review, this casebook will be an engaging reading for all students of marketing and international business and will help to bridge the gap between academia and the real business world. 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.