Cases in marketing management [antikvár]

Marketing is an exciting and dynamic discipline. Unfortunately, much of the excitement is hidden among the definitions and descriptions of concepts that are a necessary part of basic marketing textbooks. We believe that one way to make the study of marketing exciting and dynamic is to use cases. Cases allow the student to work on real marketing problems, to develop an appreciation for the types of problems that exist in the real world of marketing, and to develop the skills of analysis and decision making so necessary for success in marketing and other areas of business. Cases represent as close an approximation of the realities of actually working in marketing as is possible without taking a job in the field. Your task as a user of this casebook is to work hard to develop wellreasoned solutions to the problems confronting the decision maker in each of the cases. A framework to assist you in developing solutions is presented in Part 1 of this book. Basically, you will be using this, or somé other framework suggested by your instructor, to analyze the cases in this book. By applying this framework to each case that you are assigned, you will develop your analytic skills. Like all skills, you will find this difficult at first. However, as you practice, you will get better, until it will become second nature to you. This is exactly the same way one develops athletic or musical skills. The cases in this book represent a broad rangé of marketing problems. The book contains consumer and industrial cases, profit and nonprofit cases, social marketing cases, specific marketing area cases, and generál cases, plus cases on marketing and public pplicy. Each case is designed to fit into a specific section of a course in marketing management. The cases are long and complex enough to require good analysis, but not so long and complex to be overly burdensome. Within sections, cases do vary in terms of difficulty and complexity. Users of the first four editions will note that the fundamental thrust and positioning remains the same in this edition. However, we do note the following changes. First, 14 new cases have been added. Second, a number of cases with greater complexity have been added to allow more in-depth work.