Author Description

The book helps students to develop essential marketing experience and skills by casting them in the role of decision-maker. Each case recreates situations confronting the Marketing Manager and, in the course of analysis and solution of the problems, illustrates the integral processes and techniques.Key features to be noted: 18 of the 28 cases are brand new; 11 international cases are included; new topics have been covered, including: Marketing and Information Technology, Marketing Ethics and Marketing Innovation; the cases include well-known companies, for example, Avis, Fuji Bank, Team Lotus, London Underground, Ever Ready and Duracell; the fields of application are numerous, ranging from motor racing and financial services to public transport, radio stations and supermarkets; and an example case at the beginning of the book shows students how to work through a case study.The scope is wide-ranging and covers all important areas of marketing strategy and policy, including: segmentation and positioning; marketing mix strategies; and international, nonprofit and small business marketing.The vast majority of the cases are authored by Luiz Moutinho, with contributions from many well-respected members of the academic and professional marketing community. All case studies have been successfully class-tested.