FT MARKETING CASEBOOK

RICKARD L., JACKSON K.

wydawnictwo: FT/PH , rok wydania 2000, wydanie I

cena netto: ~~130.00~~ Twoja cena 123,50 zł + 5% vat - dodaj do koszyka

This second edition of the FT Marketing Casebook has been completely updated with new case material drawn from a wide variety of sectors. Each of the 23 chapters contains a brief introduction to the subject area which is then summarised into key points with which the student should be familiar. Three to four articles make up the main body of each chapter and the subject areas are brought to life through questions and opportunities for presentations, debates, background research and discussion. Each article is accompanied by a series of questions designed to encourage thought about whether or not the theories of marketing can be useful to help explain a firm's action.

The book is ideal for use across the full range of marketing texts available from Financial Times/Prentice Hall.

Examples of cases covered include: Teletubbies, Dixons, Nintendo, Heinz, Apple, Renault, Coca-cola and many more!

In addition an instructor's manual, available free to adopting lecturers, shows how the cases can be used within a course.

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