Strat Market Management Case Book

Résumé du livre

Written to suit both undergraduate and postgraduate students, the Strategic Marketing Management Casebook details eleven New Zealand cases that have been carefully selected to illustrate a variety of marketing problems and situations. It is intended to be an ideal complement to a major textbook on marketing or marketing management.

The case selection is contemporary and refreshing and chosen to characterise a diverse range of products and services of interest to students. Throughout each case marketing management concepts are presented from a decision-making perspective so that students will appreciate their relevance to marketing decisions.

Diagnostic questions at the end of each case guide students through the process of analysing demand and establishing targets for marketing strategies and programs.