Marketing: A Case Study Approach (Accounting Textbooks)

Stokes, D.R.

ISBN 10: 1858053056 ISBN 13: 9781858053059

Publisher: Cengage Learning, 1980

Synopsis

Written for anyone new to the subject of marketing, this is a text for students who are required to learn its principles as part of a business, management or marketing course, such as BTEC HNC/D, the CIM Certificate, Advanced Certificate and Diploma, the Diploma in Management Studies, and MBA. The book is also suitable for people studying part-time or as part of a distance-learning programme in management or marketing-related subjects. This revised edition contains three new and longer cases in the appendix, to supplement the shorter individual cases in each chapter, longer consolidation case studies, and self-test and examination questions.

About this title

Review

The chapters are very contemporary and address the current issues in marketing. The book will help lecturers and students by providing practical activities that will help to consolidate and enhance learning in the area of marketing
-- Frances Ekwulugo, University of Westminster

From the Publisher

Key features include: theory and practice of principles from a no knowledge base to a broad and practical knowledge, a number of short and longer cases throughout the text put theory into practice-- ties students' personal experiences to the concept of marketing, eg market surveys in the high street to internet advertising, coverage of key topics including entrepreneurial and small business contexts, the not-for-profit as well as the private sector, business to business markets and business to consumer marketing, emphasis is placed on practical, commonly used marketing methods such as selling and word of mouth marketing communications.

A further feature, the companion website provides additional resources for students including self-test questions, examples of possible examination questions and a list of useful web links.

Edition details

• Publisher: Cengage Learning
• Publication date: 1980
• Language: English
• ISBN 10: 1858053056
• ISBN 13: 9781858053059
• Binding: Misc. Supplies
• Edition number: 2
• Number of pages: 355