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The marketing casebook : cases and concepts

Autor: Sally Dibb; Lyndon Simkin
Editorial: London : Routledge, 2001.
Edición/Formato:   Print book : Inglés (eng) : 2nd edVer todas las ediciones y todos los formatos
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Género/Forma: Case studies
Tipo de documento: Libro/Texto
Todos autores / colaboradores: Sally Dibb; Lyndon Simkin
ISBN: 1861526245 9781861526243
Número OCLC: 317510082
Descripción: xvi, 337 pages : illustrations ; 24 cm
Contenido: PART 1: HOW TO TACKLE CASE STUDY ANALYSIS AND PRESENTATIONS. Case Study Analysis. PART 2: SHORT CASES FOR DISCUSSION. Ethical Marketing - GM Foods: Supermarkets Versus the Regulators. The Marketing Environment - Formula 1 and Tobacco. Non-Business Marketing - Marketing the NSPCC. Marketing Mix - Private Health Care. New Product Development - Smelly Fabrics. Promotion - Surprise Advertising. Direct Marketing - Boxman on the Internet. Marketing Operations - McDonalds Controls PART 3: FULL CASES. Aer Lingus -Beyond Face Value. JCB Backhoe Loader - Internationally into the Dictionary. Lego -Building for the Future. Electric Vehicles in their Infancy - Researching Target Market Attitudes. Stepcan - Differential Advantage Through Packaging. Kodak Norge - The Search for Information. Petrol Retailing - Supermarket Giants Take on the Oil Companies. Waterford Crystal - Targeting Youths. TGI Fridays - Themed Restaurants Compete. Royal Ahold - Socially Responsible Global Expansion. Heineken - Global Expansion, Local Branding. Games Workshop - Warfare in the Creche. Turkish Ice Cream Wars. Sleeping on a Budget - Lodge Hotels Lead the Way. ABN AMRO - Global Strengths, Regional Necessities. Chester Zoo - Combining Marketing and Conservation. Carrefour - The Global Hypermarket. PART 4: THEORY NOTES. T1: What is Marketing? T2: The Marketing Environment and Competition T3: Buying Behaviour T4: Marketing Research T5: Forecasting T6: Market Segmentation T7: Competitive Strategy T8: The Marketing Mix: Products and Product Management T9: The Marketing Mix: Place - Distribution and Marketing Channels T10: The Marketing Mix: Pricing T11: The Marketing Mix: Promotion T12: Direct Marketing and the Internet T13: The Marketing of Services T14: Industrial, Business-to-business Marketing T15: Marketing Planning T16: International Marketing T17: Ethics and Social Responsibility in Marketing PART 5: GLOSSARY OF KEY TERMS PART 6: FURTHER READINGS
Responsabilidad: Sally Dibb and Lyndon Simkin.

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List of Figures List of Tables About the Authors Acknowledgements Sources Preface PART 1: HOW TO TACKLE CASE STUDY ANALYSIS AND PRESENTATIONS Case Study Analysis PART 2: SHORT CASES FOR DISCUSSION Leer más

 
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