Cases in Marketing Management / Edition 7

Cases in Marketing Management / Edition 7

by Kenneth L. Bernhardt, Thomas Kinnear
     
 

ISBN-10: 0256204640

ISBN-13: 9780256204643

Pub. Date: 12/01/1996

Publisher: McGraw-Hill Professional Publishing

The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.2. The quality and diversity of the cases offered--not everyone can write a good case. 3.…  See more details below

Overview

The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.2. The quality and diversity of the cases offered--not everyone can write a good case. 3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only.

Product Details

ISBN-13:
9780256204643
Publisher:
McGraw-Hill Professional Publishing
Publication date:
12/01/1996
Series:
Marketing Series
Edition description:
Subsequent
Pages:
688
Product dimensions:
7.34(w) x 9.46(h) x 1.21(d)

Table of Contents

Pt. 1An Orientation to the Case Method
Ch. 1Note to the Student on the Case Method2
Ch. 2Introduction to Marketing Decision Making5
Ch. 3Financial Analysis for Marketing Decision Making17
Ch. 4A Case with a Student Analysis25
Pt. 2Introduction to Marketing Decision Making46
Pt. 3Marketing Information and Forecasting119
Pt. 4Product and Brand Management Decisions184
Pt. 5Distribution Decisions249
Pt. 6Promotion Decisions349
Pt. 7Pricing Decisions428
Pt. 8Public Policy and Ethical Aspects of Marketing463
Pt. 9Marketing Programs and Strategy514

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