Author Description

This casebook offers a collection of 39 real cases that are pedagogically sound, appealing to students, stimulating to teach, and on target with respect to the leading problems and issues in strategic marketing. *Extensively classroom-tested cases *Instructors are provided with cases that have been used successfully in marketing classes *Mix of up-to-date and classic cases *Allows instructors to use cases on timely and important topics in marketing as well as cases that reflect timeless, cornerstone issues and how companies have dealt with those issues *Decision-focused cases *Allows instructors to put students in the role of decision makers in a case, requiring them to develop and defend marketing strategies *Real cases *All of the cases are concerned with real companies and are supported with extensive industry information to provide the background material necessary to understand and assess an organisation's competitors and markets *Multidimensional and comprehensive cases *All of the marketing functional areas, as well as the target market, must be considered in the analysis of each case *High quality, comprehensive teaching manual for each case *Each peer-reviewed teaching mat