商品詳細(参照) | Knowledge Worker

The Marketing Casebook: Key notes and cases.　paper　356 p.

Dibb, Sally, Simkin, L. 　著

絶版
価格 \6,405（税込）

発行年月	1994年01月
出版社／提供元	Routledge
出版国	イギリス
言語	英語
媒体	冊子
装丁	paper
ページ数／巻数	356 p.
ジャンル	洋書／社会科学／経営学／マーケティング
ISBN	9780415089500
商品コード	0209327142
本の性格	テキスト
書評掲載誌	Journal of Economic Literature
商品URL	https://kw.maruzen.co.jp/ims/itemDetail.html?itmCd=0209327142

内容

A major text offering a new approach to marketing casebooks. It leadsthe reader through a range of marketing strategies and techniques,moving from introductory concepts to specialized applications.

How to tackle case study analysis. Part 1 Cases: Harris; Waterford;Stepcan; Electrolux; Stabburet AS; Forte; Lucas aftermarket; Heineken;Sketchley's; TGI Fridays; Kodak Norge; JCB; Abn Amro; EuroDisney;Chester Zoo. Part 2 Theory notes: An Introduction to Marketing andMarketing Strategy; The Marketing Environment; Consumer andOrganizational Buyer Behaviour; Marketing Research; Forecasting; MarketSegmentation, Targeting, Positioning; Competition; Products and ProductManagement; Distribution/Marketing Channels; Pricing; MarketingCommunications/Promotion; Services Marketing; Industrial Marketing;Marketing Planning; International Marketing.