Publisher's Synopsis
Designed for senior level undergraduate or MBA courses in marketing management, strategic management and advanced or applied marketing managment, this book contains 47 marketing cases that focus on major decisions faced by marketing executives, combined with supporting text material. All the cases have been class tested and present a diverse set of issues in a variety of industries, challenging the student to provide quantitative and qualitative analysis.;Now in its sixth edition, this book has been updated and expanded to provide new case studies. Twenty three are from 1990-1992 and deal with issues encountered by well-known companies including Dell Computer Corp, Nissan, Circle K, Swatch, Proctor and Gamble, and Price Waterhouse. Twelve international cases covering marketing issues in the Pacific Rim, Central and South America, India, Canada and Europe are included, and 4 ethical and social responsibility cases encourage students to think beyond simple profits to appreciate a broader context of marketing decisions.;Supplements available to this text are: instructor's manual; test bank; Lotus templates and student manual; and instructor's manuals for Lotus templates.
