The Marketing Casebook: Key Notes and Cases

Sally Dibb, Lyndon Simkin

ISBN 10: 0415089506 / ISBN 13: 9780415089500

Published by Cengage Learning EMEA 01/10/1993, 1993

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Bibliographic Details

• Title: The Marketing Casebook: Key Notes and Cases
• Publisher: Cengage Learning EMEA 01/10/1993
• Publication Date: 1993
• Language: English
• ISBN 10: 0415089506
• ISBN 13: 9780415089500
• Binding: Paperback
• Condition: Very Good

About this title

Synopsis

"The Marketing Casebook" is specifically designed to cover the key concepts in marketing theory through a series of integrated case studies. By looking at the way marketing works in practice, the reader is drawn into the problems and questions that face marketers and managers in their everyday lives. "The Marketing Casebook" has been designed to be used as an all round resource to help develop the skills of the reader in discussions and examinations. The book is divided into two main 15 cases; detailed case study; a selection of key issues for analysis; references for the rest of the book; 15 theory notes; concentrated summary of key marketing principles; further reading. "The Marketing Casebook" also a full glossary; a bibliography; and a section on "how to use cases". "The Marketing Casebook" is the ideal resource for students of marketing whether at undergraduate or MBA level. It is intended to work as a course in its own right which can be used for distance learning, as well as being a good comprehensive revision guide. The cases are from a variety of well-known companies which should also be of interest to anyone involved in the marketing process.

About the Author

Sally Dibb is Professor of Marketing at the Open University Business School. The Open University is the largest university in the UK, teaching over 200,000 people every year, and the UK's only university dedicated to distance learning. Before joining the Open University (in September 2005) Sally was a Reader in Marketing and Strategic Management at Warwick Business School (one of the U.K.'s leading three business schools), University of Warwick, U.K. She holds research degrees from the University of Manchester, UK and Warwick University: her Ph.D. examined consumer modelling. She has published widely in U.S. and European marketing journals on the marketing of services, marketing planning, market segmentation and corporate identity, as well as textbooks and practitioner-oriented workbooks on these themes. Sally chairs the U.K. Academy of Marketing's Special Interest Group on market segmentation and until recently, she was Associate Dean of Undergraduate Programs at Warwick Business School. Her consulting clients include a range of companies such as JCB, ICI, Fujitsu, Midland Electricity, Diageo and AstraZeneca.