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Cases in marketing and marketing communication

Author: Charles H Patti
Publisher: Frenchs Forest, N.S.W. : Pearson, 2003.
Edition/Format:   Print book : English
Summary:
Offers students of IMC, advertising and marketing a series of concise, yet challenging case scenarios. The cases encourage students to adopt a problem-based approach to IMC concepts, and depict business problems and scenarios that help students understand how to apply their growing knowledge of IMC in practical business settings.
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Charles H Patti
ISBN: 1741031818 9781741031812
OCLC Number: 62536292
Notes: "A Pearson Education Australia custom book."
Description: xvi, 141 pages : illustrations, map ; 30 cm
Contents: Case 1. Amouage, the truly generous gift --
Case 2. Australia worldwide security --
Case 3. B&R Steel Corporation --
Case 4. Consiglio Della Carmella (Candy Council) --
Case 5. Fresh foods, count down for Sushi counters and customers --
Case 6. Frozen desserts, from icy to soy --
Case 7. Goldheart jewellery, straight from the heart.
Responsibility: charles Patti.

Abstract:

Offers students of IMC, advertising and marketing a series of concise, yet challenging case scenarios. The cases encourage students to adopt a problem-based approach to IMC concepts, and depict business problems and scenarios that help students understand how to apply their growing knowledge of IMC in practical business settings.

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