Summary |
Four particular features are found in the casebook:
1. The cases are actual business problems which had to be solved by the marketing and management executives in administrative positions in the companies involved.
2. Each case represents the current problems of marketing goods and services in eleven different industries.
3. The cases are written to highlight the interrelated problems of individual specialists, operating managers, and top executives in particular companies/marketing channels/industries.
4. Each case has twelve separate parts or “mini” cases so that the student has a chance to make a series of decisions relating to the same kind of company/marketing channel/industry.
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