The Marketing Casebook: Cases and Concepts

Sally Dibb · Lyndon P. Simkin

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Marketing and Advertising Strategies Management and Marketing Education Business and Management Studies

Abstract

How to tackle case study analysis. Part 1 Cases: Harris Waterford Stepcan Electrolux Stabburet AS Forte Lucas aftermarket Heineken Sketchley's TGI Fridays Kodak Norge JCB Abn Amro EuroDisney Chester Zoo. Part 2 Theory notes: An Introduction to Marketing and Marketing Strategy The Marketing Environment Consumer and Organizational Buyer Behaviour Marketing Research Forecasting Market Segmentation, Targeting, Positioning Competition Products and Product Management Distribution/Marketing Channels Pricing Marketing Communications/Promotion Services Marketing Industrial Marketing Marketing Planning International Marketing.

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