Marketing: Cases and Concepts (2nd Edition)

Author: Dibin Zhao Ping Sun Yanjun
Publisher:
Publish Date: 2004-04-01
Features: This book includes some small cases that can be used for free case discussions. It also includes a large number of complete teaching cases, suitable for use in a business school seminar environment. These cases can be used together with relevant theoretical references to provide students with a comprehensive and in-depth understanding of the operation of marketing and the core concepts of the discipline. This set of theoretical references covers the basic concepts of marketing analysis, marketing strategy, and marketing management. The book uses a series of case studies and theoretical references to illustrate important concepts in marketing theory. By examining how marketing works in real life, readers can gain an in-depth understanding of the problems and questions faced by marketing practitioners in their daily lives. This book is highly practical and readable, suitable for group discussions by students pursuing marketing diplomas, bachelor's degrees, and MBAs, as well as for reference by professionals in the business world. This book, "Marketing Cases and Concepts," includes some small cases designed to help with free case discussions or marketing course exams. It also contains a large number of complete teaching cases suitable for use in a business school seminar environment. These cases can be used together with relevant theoretical references to provide students with a detailed understanding of the operation of marketing and the core concepts of the discipline. This set of theoretical references covers the basic concepts of marketing analysis, marketing strategy, and marketing management. These cases can be used for group discussions by students studying for marketing bachelor's degrees and MBAs. Each case comes with a set of questions. When used in conjunction with theoretical references on core marketing concepts, these cases can also make the book an effective resource for self-study or exam preparation. Self-Study: Cases; Theoretical References; Explanations; Additional Reading Materials; Diverse Formats: Combination of Small and Complete Cases; Focused Cases or Cases on Multiple Topics. Various Marketing Scenarios: Consumer goods, service products, and B2B products and markets for industrial goods. International Coverage: Asia-Pacific, France, Ireland, Netherlands, North America, Norway, South America, and Turkey. Diversity of Case Topics: Marketing Analysis, Marketing Strategy, and Marketing Management; Theoretical Issues; Success and Failure; Practical Knowledge. Comprehensive Resources: Cases, Reading Materials, Theories, References, Glossaries, Case-Solving and Presentation Guides. About the Authors: Since the mid-1980s, Sall Dibb and Lyndon Simkin have been teaching marketing, advanced strategic marketing, the buying industry, marketing communication, and marketing research to undergraduate, MBA, and EMBA students at the Warwick Business School, a leading management center in the UK. Sayy and Lyndon's research interests primarily focus on marketing in services, market segmentation, marketing planning, retail models, marketing communication, and teaching methods. They have published numerous academic articles in UK and US academic journals. Their consulting work mainly involves helping many leading UK and North American companies solve problems related to marketing plans and market strategy. After marriage, Sayy and Lyndon settled in Kenilworth with their four children. In addition to co-authoring this book, "Marketing: Cases and Concepts," they have also co-authored best-selling books such as "Marketing: Concepts and Strategies" with American marketing colleagues Bill Pride and O.C. Ferrell, as well as the practitioner-focused "The Market Segmentation Workbook" and "The Marketing Planning Workbook," aimed at helping marketing managers reevaluate their target markets and understand the complexities of marketing plans. These tools are based on their consulting experience with major companies such as Anderson Consulting, DRA, Forte, ICI, JCB, Jet, McDonald's, PowerGen, Raytheon, Standard, Charter, Tesco, and Zeneca.