Synopses & Reviews
Offers an outstanding set of case materials and simulation for use in a variety of marketing courses. The 50 cases provide not only a wealth of background and trends but cover a wide assortment of marketing situations in consumer, industrial, domestic and international settings.
Table of Contents
Marketing Decision Making.
Customer Behavior and Market Segmentation.
Marketing Research and Forecasting.
Product Policy.
Advertising and Sales Promotion.
Pricing.
Distribution.
Marketing and Society.
Planning and Implementation.
Case Index.