Cases Mktg Mgmt (MCGRAW HILL/IRWIN SERIES IN MARKETING) - Hardcover

Reseña del editor

The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.2. The quality and diversity of the cases offered--not everyone can write a good case.3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only.