The Marketing Casebook by Lyndon Simkin
Designed to accompany business school and college marketing courses or for self-tuition in the key concepts in marketing theory, The Marketing Casebook uses fully cross-referenced short and full cases and theory notes to present the key elements of marketing. 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. A mix of real world cases and theory summary notes, The Marketing Casebook provides a concise revision-oriented overview of the key marketing concepts, guiding the reader from introductory theory to specialised applications in consumer, industrial and services marketing.
List of Figures List of Tables About the Authors Acknowledgements Sources Preface PART 1: HOW TO TACKLE CASE STUDY ANALYSIS AND PRESENTATIONS Case Study Analysis PART 2: SHORT CASES FOR DISCUSSION Ethical Marketing - GM Foods: Supermarkets Versus the RegulatorsThe Marketing Environment - Formula 1 and Tobacco. Non-Business Marketing - Marketing the NSPCC. Marketing Mix - Private Health Care. New Product Development - Smelly Fabrics. Promotion - Surprise Advertising. Direct Marketing - Boxman on the Internet. Marketing Operations - McDonald?s Controls PART 3: FULL CASES Aer Lingus -Beyond Face Value. JCB Backhoe Loader - Internationally into the Dictionary. Lego -Building for the Future. Electric Vehicles in their Infancy - Researching Target Market Attitudes. Stepcan - Differential Advantage Through Packaging. Kodak Norge - The Search for Information. Petrol Retailing - Supermarket Giants Take on the Oil Companies. Waterford Crystal - Targeting Youths. TGI Friday?s - Themed Restaurants Compete. Royal Ahold - Socially Responsible Global Expansion. Heineken - Global Expansion, Local Branding. Games Workshop - Warfare in the Cr?che. Turkish Ice Cream Wars. Sleeping on a Budget - Lodge Hotels Lead the Way. ABN AMRO - Global Strengths, Regional Necessities. Chester Zoo - Combining Marketing and Conservation. Carrefour - The Global Hypermarket. PART 4: THEORY NOTES T1: What is Marketing? T2: The Marketing Environment and Competition T3: Buying Behaviour T4: Marketing Research T5: Forecasting T6: Market Segmentation T7: Competitive Strategy T8: The Marketing Mix: Products and Product Management T9: The Marketing Mix: Place - Distribution and Marketing Channels T10: The Marketing Mix: Pricing T11: The Marketing Mix: Promotion T12: Direct Marketing and the InternetT13: The Marketing of Services T14: Industrial, Business-to-business Marketing T15: Marketing Planning T16: International Marketing T17: Ethics and Social Responsibility in Marketing PART 5: GLOSSARY OF KEY TERMS PART 6: FURTHER READINGS
Lyndon Simkin is Executive Director of the Centre for Business in Society and Professor of Strategic Marketing in the Faculty of Business and Law, Coventry University, UK. Sally Dibb is Professor in Marketing and Society, Centre for Business in Society, Coventry University, UK.
| SKU | Unavailable |
| ISBN 13 | 9781861526243 |
| ISBN 10 | 1861526245 |
| Title | The Marketing Casebook |
| Author | Lyndon Simkin |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Cengage Learning EMEA |
| Year published | 2000-10-05 |
| Number of pages | 384 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |