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Cases in marketing management

Author: Kenneth E Clow; Donald Baack
Publisher: Thousand Oaks, Calif. : SAGE, ©2012.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
The SAGE Text and Cases Series, featuring IVEY Cases is a co-publishing partnership between SAGE Publications and the Richard Ivey School of Business at The University of Western Ontario. Due to their popularity in more than 60 countries, approximately 200 new cases are added to the Ivey School of Business library each year. Each of the casebooks comes equipped with instructor's resources on CD-ROM. These affordable  Read more...
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Genre/Form: Case studies
case studies
Estudio de casos
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Kenneth E Clow; Donald Baack
ISBN: 9781412996037 1412996031
OCLC Number: 670478755
Description: ix, 523, [21] pages : illustrations ; 24 cm
Contents: The nature of marketing management --
Market analysis --
Data warehousing --
Building a customer-oriented marketing department --
Customer acquisition strategies and tactics --
Pricing --
Advertising, alternative and direct marketing --
Sales promotions --
Personal selling --
Internal communications --
External communications --
Distribution and supply chain management --
Website and internet management --
Customer retention and recovery --
Marketing control.
Responsibility: edited by Kenneth E. Clow, Donald Baack.
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Abstract:

A unique collection of 40 cases from Ivey Publishing, this casebook helps students gain a better understanding of marketing management by providing them with a look at the complex issues that  Read more...

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"The cases are very current and deal with relevant marketing problems and issues. You cover the whole spectrum of topic areas in marketing ... I know of no other case book with such a variety of Read more...

 
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   schema:description "The SAGE Text and Cases Series, featuring IVEY Cases is a co-publishing partnership between SAGE Publications and the Richard Ivey School of Business at The University of Western Ontario. Due to their popularity in more than 60 countries, approximately 200 new cases are added to the Ivey School of Business library each year. Each of the casebooks comes equipped with instructor's resources on CD-ROM. These affordable collections will not only help students connect to real-world situations, but will benefit corporations seeking continued education in the field as well. Cases in Marketing Management is a unique collection of 40 cases from Ivey Publishing. This casebook helps students gain a better understanding of marketing management by providing them with a look at the complex issues that marketing managers and professionals deal with on a regular basis. Key Features Presents real-world cases related to marketing management: Cases illustrate the complex nature of marketing management in organizations from around the world. Provides current cases: The majority of the included cases are from 2009 and 2010, and all of the cases were published or updated after 2007, providing students with an up-to-date look at the companies and issues presented. Generates classroom discussion: Cases let students grapple with actual decisions that real-world managers have faced. Offers much more than a packet of cases: The editors provide summaries of concepts, helpful discussion questions, and readings for each chapter."@en ;
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