Problems in Marketing: Applying Key Concepts and Techniques

Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.

Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem.

A companion Web site with resources for students and instructors is available.

Luiz Moutinhois Foundation Chair of Marketing at the Department of Management, University of Glasgow

Charles S. Chien is Associate Professor at the College of Business, Feng Chia University, Taiwan.