Cases in Marketing Management / Edition 7

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1996 Hardcover 7th Edition. BRAND SPANKIN' NEW IN SHRINKWRAP! ! SHIPS W/IN 24 HOURS! FREE INSURANCE! Fast & Personal Support! Careful Packaging. No Hassle, Full Refund Return ... Policy! Read more Show Less

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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.
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Product Details

  • ISBN-13: 9780256204643
  • Publisher: McGraw-Hill Professional Publishing
  • Publication date: 12/1/1996
  • Series: Marketing Series
  • Edition description: Subsequent
  • Edition number: 7
  • Pages: 688
  • Product dimensions: 7.34 (w) x 9.46 (h) x 1.21 (d)

Table of Contents

Pt. 1 An Orientation to the Case Method
Ch. 1 Note to the Student on the Case Method 2
Ch. 2 Introduction to Marketing Decision Making 5
Ch. 3 Financial Analysis for Marketing Decision Making 17
Ch. 4 A Case with a Student Analysis 25
Pt. 2 Introduction to Marketing Decision Making 46
Pt. 3 Marketing Information and Forecasting 119
Pt. 4 Product and Brand Management Decisions 184
Pt. 5 Distribution Decisions 249
Pt. 6 Promotion Decisions 349
Pt. 7 Pricing Decisions 428
Pt. 8 Public Policy and Ethical Aspects of Marketing 463
Pt. 9 Marketing Programs and Strategy 514
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