Marketing case studies : how to tackle them, how to answer them
著者
書誌事項
Marketing case studies : how to tackle them, how to answer them
（The Marketing series, Student）
Butterworth-Heinemann, 1995
2nd ed
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注記
Published on behalf of the Chartered Institute of Marketing
First published as: Mini cases in marketing
Includes index
内容説明・目次
内容説明
Based upon the most recent CIM Certificate and Diploma exams, this text provides a structured approach for students confronted with case studies and business scenarios for the first time. It pinpoints the problems that readers are likely to encounter, and suggests solutions. Fully worked examples and specimen answers are included. The case studies themselves cover the practice of marketing, sales management, international marketing, marketing planning and control, and marketing communications.
目次
- Part 1 How to pass the mini-case: the mini-case studies - what to expect
- tackling mini-cases
- answering the mini-case - worked examples of mini-cases
- writing reports for mini-case studies
- mini-case failure - how to minimize it. Part 2 Mini-cases - examples and answers: certificate level - selected mini-cases
- diploma level - selected mini-cases
- certificate level - selected mini-case specimen answers
- diploma level - mini-case specimen answers.
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