Author Description

This book is about the practice of marketing - doing it, sometimes getting it right, sometimes getting it wrong, fixing it and learning from the experience. It is a collection of topical articles representing the best and worst of marketing. 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 actions. Each of the 25 chapters contains a brief introduction to the subject area which is then summarised into key points with which the student should be familiar. Three-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. The Financial Times Marketing Casebook is unique in the way it applies theories, concepts and frameworks to detailed, topical examples of marketing in practice. The book has been designed to be used alongside Brassington and Pettitt's Principles of Marketing, so students with this as their core text will especially benefit.