Summary |
Authors Joel Evans and Barry Berman are on the authors list recommended by leading Marketing gurus. Case Studies on global majors such as Nestle, Xerox, Ikea, Sotheby’s etc. Cases on new concepts such as Youth Marketing and e-Marketing. Materials taken from research done by leading consulting agencies such as Price Waterhouse Coopers (PWC). Also featuring research done by “Balance Scorecard” guru Robert Kaplan.
Salient Features:
• A collection of 40 short and long cases. AT&T, Amazon.com, Nestle and Xerox are some of the companies of which case studies are presented
• A section on careers in marketing helps the learner plan his future. The appendix provides job titles and description, selected marketing career paths and their annual compensations. Relevant job websites also listed.
• Each chapter provides a list of websites you can use. Web exercises at the end of every chapter.
• Each chapter begins with chapter objectives and deals with the subject by using tables, figures, illustrations and short blurbs in the margins. Summary, key terms, review questions, discussion questions and web exercises end a chapter.
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