Marketing Case Studies: How to Tackle Them - How to Answer Them (Marketing Series: Student) - Softcover

Massingham, Lester; Lancaster, Geoff

9780750620116: Marketing Case Studies: How to Tackle Them - How to Answer Them (Marketing Series: Student)

Softcover

ISBN 10: 0750620110 ISBN 13: 9780750620116

Publisher: Butterworth-Heinemann Ltd, 1995

Marketing Case Studies provides a structured approach for students tackling case studies and business scenarios. Step-by-step, it takes you through a number of examples, pinpointing problems and suggesting ways to overcome them. This book replaces Mini Cases in Marketing. Marketing Case Studies gives you: *Fully worked examples *Specimen answers *Tips on how to pass your exam from the CIM Senior Examiner

Marketing Case Studies is based upon the most recent CIM Certificate and Diploma Exams. The Case Studies in it cover: Certificate: *Marketing Fundamentals *Business Communications *Fundamentals of Selling *Understanding Customers *Selling Environment
Advanced Certificate: *Promotional Practice *Management Information for Marketing and Sales *Effective Management for Marketing *Marketing Operations *Effective Management for Sales * Sales Operations Diploma: *Marketing Communications Strategy *International Marketing Strategy *Planning and Control. A particular feature is the provision of marketing schemes so that readers who have tackled the cases without solutions can test their results.

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From the Back Cover:

This second edition of Marketing Case Studies has been fully revised and updated, making it an essential study resource. It introduces CIM students to the mini-cases in the papers of the following examinations: Certificate; Marketing Fundamentals, Business Communications, Fundamentals of Selling, Understanding Customers, and Selling Environment. Advanced Certificate; Promotional Practice, Management Information for Marketing and Sales, Effective Management for Marketing, Marketing Operations, Effective Management for Sales, and Sales Operation. Diploma; Marketing Communications Strategy, International Marketing Strategy, and Planning and Control. Marketing Case Studies provides a structured approach for students tackling mini-cases and their solutions. A particular feature is the provision of marking schemes so that readers who have tackled the cases without solutions can test their results. As mini-cases are becoming increasingly popular in marketing curricula at all levels, this book has become popular within a range of marketing courses.

About the Author:

Geoff Lancaster is Chairman of the Durham Associates Group of Companies which is headquartered at Caste Eden, Co-Durham with offices in Bahrain, Oman, Dubai, Saudi Arabia, Zambia and Zimbabwe. The company is in corporate communications and also manages higher degree programmes overseas for two UK universities. He has written approximately 25 marketing textbooks plus more than 100 academic refereed journal and conference papers. He was senior examiner to the Chartered Institute of Marketing for approximately 15 years and was their senior academic adviser from 1994-1998.

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