TY  - BOOK
AU  - Lee,Alvin
AU  - Edwards,Mark G.
TI  - Marketing strategy casebook
SN  - 9781107415010
AV  - HF5415.13 .M35866 2013
U1  - 658.8 23
PY  - 2014///
CY  - Cambridge
PB  - Cambridge University Press
KW  - Marketing
KW  - Case studies
KW  - fast
N1  - Includes bibliographical references (pages 107-108)
N2  - "Marketing Strategy Case Book is a collection of contemporary case studies designed to develop students' capacity to analyse challenging situations within a marketing context, to formulate and implement strategies to overcome them and to act on those strategies when necessary. The case studies are based on real-world scenarios and are drawn from diverse regions, industries and technologies. Reflecting important concerns within the modern corporate environment, they incorporate considerations of ethics, sustainability and corporate social responsibility, all in the context of strategic marketing issues. They will engage students and encourage them to see how the principles of strategic marketing apply to real businesses and the situations they encounter. With a matching structure and topical emphasis, Marketing Strategy Case Book is intended to be used in conjunction with the textbook by the same authors: Marketing Strategy: A Life-Cycle Approach." -- Back cover
ER  -