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The Marketing Casebook: Cases and Concepts, 2nd Edition
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PART 1: HOW TO TACKLE CASE STUDY ANALYSIS AND PRESENTATIONS.
Case Study Analysis.
PART 2: SHORT CASES FOR DISCUSSION.
Ethical Marketing - GM Foods: Supermarkets Versus the Regulators.
The Marketing Environment - Formula 1 and Tobacco.
Non-Business Marketing - Marketing the NSPCC.
Marketing Mix - Private Health Care.
New Product Development - Smelly Fabrics.
Promotion - Surprise Advertising.
Direct Marketing - Boxman on the Internet.
Marketing Operations - McDonalds Controls
PART 3: FULL CASES.
Aer Lingus -Beyond Face Value.
JCB Backhoe Loader - Internationally into the Dictionary.
Lego -Building for the Future.
Electric Vehicles in their Infancy - Researching Target Market Attitudes.
Stepcan - Differential Advantage Through Packaging.
Kodak Norge - The Search for Information.
Petrol Retailing - Supermarket Giants Take on the Oil Companies.
Waterford Crystal - Targeting Youths.
TGI Fridays - Themed Restaurants Compete.
Royal Ahold - Socially Responsible Global Expansion.
Heineken - Global Expansion, Local Branding.
Games Workshop - Warfare in the Creche.
Turkish Ice Cream Wars.
Sleeping on a Budget - Lodge Hotels Lead the Way.
ABN AMRO - Global Strengths, Regional Necessities.
Chester Zoo - Combining Marketing and Conservation.
Carrefour - The Global Hypermarket.
PART 4: THEORY NOTES.
T1: What is Marketing?
T2: The Marketing Environment and Competition
T3: Buying Behaviour
T4: Marketing Research
T5: Forecasting
T6: Market Segmentation
T7: Competitive Strategy
T8: The Marketing Mix: Products and Product Management
T9: The Marketing Mix: Place - Distribution and Marketing Channels
T10: The Marketing Mix: Pricing
T11: The Marketing Mix: Promotion
T12: Direct Marketing and the Internet
T13: The Marketing of Services
T14: Industrial, Business-to-business Marketing
T15: Marketing Planning
T16: International Marketing
T17: Ethics and Social Responsibility in Marketing
PART 5: GLOSSARY OF KEY TERMS
PART 6: FURTHER READINGS
Case Study Analysis.
PART 2: SHORT CASES FOR DISCUSSION.
Ethical Marketing - GM Foods: Supermarkets Versus the Regulators.
The Marketing Environment - Formula 1 and Tobacco.
Non-Business Marketing - Marketing the NSPCC.
Marketing Mix - Private Health Care.
New Product Development - Smelly Fabrics.
Promotion - Surprise Advertising.
Direct Marketing - Boxman on the Internet.
Marketing Operations - McDonalds Controls
PART 3: FULL CASES.
Aer Lingus -Beyond Face Value.
JCB Backhoe Loader - Internationally into the Dictionary.
Lego -Building for the Future.
Electric Vehicles in their Infancy - Researching Target Market Attitudes.
Stepcan - Differential Advantage Through Packaging.
Kodak Norge - The Search for Information.
Petrol Retailing - Supermarket Giants Take on the Oil Companies.
Waterford Crystal - Targeting Youths.
TGI Fridays - Themed Restaurants Compete.
Royal Ahold - Socially Responsible Global Expansion.
Heineken - Global Expansion, Local Branding.
Games Workshop - Warfare in the Creche.
Turkish Ice Cream Wars.
Sleeping on a Budget - Lodge Hotels Lead the Way.
ABN AMRO - Global Strengths, Regional Necessities.
Chester Zoo - Combining Marketing and Conservation.
Carrefour - The Global Hypermarket.
PART 4: THEORY NOTES.
T1: What is Marketing?
T2: The Marketing Environment and Competition
T3: Buying Behaviour
T4: Marketing Research
T5: Forecasting
T6: Market Segmentation
T7: Competitive Strategy
T8: The Marketing Mix: Products and Product Management
T9: The Marketing Mix: Place - Distribution and Marketing Channels
T10: The Marketing Mix: Pricing
T11: The Marketing Mix: Promotion
T12: Direct Marketing and the Internet
T13: The Marketing of Services
T14: Industrial, Business-to-business Marketing
T15: Marketing Planning
T16: International Marketing
T17: Ethics and Social Responsibility in Marketing
PART 5: GLOSSARY OF KEY TERMS
PART 6: FURTHER READINGS
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