Financial Times Marketing Case Studies (Second Edition)

Author: (English) Ricardo
Publisher:
Publish Date: 2004-12-01
Features: In every corner of life, marketing activities intentionally or unintentionally affect us. It can be said that it is always with us. First, marketing is related to communication. Marketing is an art that uses all possible means to make communication as effective as possible. The core idea is to successfully transmit information from one individual to another, a process that encompasses all human activities. No wonder marketing is considered a broad and colorful discipline. This book is based on articles excerpted from The Financial Times and aims to illustrate the full picture of marketing activities in the real world. The Financial Times is an authoritative publisher that impartially reports the activities of small and large organizations in the global manufacturing, service, or non-profit sectors. This book is designed in layout reference to Brassington and Pettit's (Brassington and Pettit) Principles of Marketing (2nd Edition). For any student who wants to learn marketing from a practical perspective rather than rigorous theoretical research, this book can serve as a textbook or workbook for this aspect. This book has multiple uses: Marketing professionals—will find a series of interesting articles in the book. These articles cover a wide range of hot topics they face in today's rapidly changing and developing social environment. The book also poses thought-provoking questions. Marketing students—will be presented with a series of real-life examples related to the topic. These examples can be studied independently or discussed in groups, inspiring them to explore more questions. The book is logical and will guide readers to review and integrate knowledge, enhancing their professional expertise. Researchers—This book is a condensed version, covering most of the topics found in typical marketing principles textbooks. Otherwise, these interrelated issues might be split and appear in separate chapters. This book helps integrate the topics across chapters, clarifying the internal connections between various marketing activities. It is a valuable resource for cases and related questions, bridging the gap between theory and practice.
Author Bio: Levela Rickard is the Head of the Marketing Department at De Montfort University, specializing in international marketing. She was born in North Carolina, USA, and worked at the University of North Carolina at Charlotte in the United States before coming to the UK. Levela Rickard has been teaching at De Montfort University for 12 years and is married to Kit Jackson. When she served as the Director of International Training for the Marketing Department at De Montfort University, she traveled to China, Indonesia, the Soviet Union, and France, collaborating with these countries. Notably, in Johannesburg, South Africa, she successfully established the Business School at De Montfort University. Currently, she is responsible for undergraduate and graduate courses, as well as exchanges between the university and the Chartered Institute of Marketing in the UK. Kit Jackson is a lecturer in the Marketing Department at De Montfort University, specializing in non-profit marketing and product management and innovation. He has long resided in Leicestershire and has held senior management positions in several textile companies, with a strong interest in sales, marketing, and new product development. Kit has been working at De Montfort University for 7 years, participating in the International Senior Management Training Program while teaching graduate and undergraduate courses. Kit is married to Levela Rickard.