Cases in Marketing Techniques

This book on the treatment of the case studies concept has two parts. In Part One, the student is provided with a framework for the analysis and eventual presentation of the material which enables much of the essential preparatory work in case study analysis to be completed before the classroom discussion.

In Part Two, 27 up-to-date cases offer the range of marketing problems those of small companies and large multinational enterprises; service, industrial and consumer-based companies; and issues such as the introduction of new products, the definition of pricing, the organization of the media plan and the choice of distribution channels. The cases range in their degree of complexity.