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Cases in Marketing Management
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Cases in Marketing Management



August 2012 | 560 pages | SAGE South Asia
This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a regular basis. The cases were chosen to help students apply conceptual, strategic thinking to issues in marketing management, as well as provide them with more practical operational ideas and methods.

Key Features:

- Presents a variety of real-world cases: Cases were chosen from around the world—from small and large corporations—and include household names such as Ruth`s Chris, Dove’s Campaign for Real Beauty, and Kraft Foods.
- Includes a majority of very recent cases: Many cases are from 2009 or later, and include Twitter, Walmart Puerto Rico, Best Buy, and Ultimate Fighting Championships.
- Provides an introductory review of the topic area of each chapter prior to the set of cases: This makes the book an ideal stand-alone text for courses using a case-only approach, as well as a useful supplement to any core textbook.
- Includes questions after each case: Helping students to think critically about the material, the questions can be used to generate classroom discussion.

Cases in Marketing Management is edited by Kenneth E. Clow and Donald Baack, and follows the structure and goals of their textbook Marketing Management: A Customer-Oriented Approach. It can also be used as a stand-alone text, or as a supplement to any other marketing management textbook for instructors who want to more clearly connect theory and practice to actual cases.

A password-protected Instructor Teaching Site at http://www.sagepub.com/clowcmm/ includes teaching notes for all the cases, along with suggested answers to the end-of-case questions.
 
Preface
 
The Nature of Marketing Management
 
Market Analysis
 
Data Warehousing
 
Building a Customer-Oriented Marketing Department
 
Customer Acquisition Strategies and Tactics
 
Pricing
 
Advertising, Alternative and Direct Marketing
 
Sales Promotions
 
Personal Selling
 
Internal Communications
 
External Communications
 
Distribution and Supply Chain Management
 
Web Site and Internet Management
 
Customer Retention and Recovery
 
Marketing Control

"The cases are very current and deal with relevant marketing problems and issues. You cover the whole spectrum of topic areas in marketing ... I know of no other case book with such a variety of cases which are current. Well done"

Steven Lysonski
Marquette University

"The prospectus makes one hugely compelling statement for me right at the beginning: 'Commentary and analysis will accompany each case, as provided by Clow and Baack.' Now if this can actually be achieved in a meaningful way, we have something unique and valuable here."

AI Rosenbloom
Dominican University

"I think this is an exciting and very comprehensive case book - it looks very interesting. I do not find any deficiencies. I think the authors have thought the content through - and attempted to find a well-rounded and inclusive variety of cases."

Michele B. Kunz
Morehead State University

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Kenneth E. Clow

Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing, 4th edition, Sports Marketing, and Marketing Management. His articles appear in journals... More About Author

Donald Edward Baack

Donald Baack holds the rank of University Professor of Management at Pittsburg State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory.Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management... More About Author

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ISBN: 9788132110194
₹845.00