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Cases in marketing management / Kenneth L. Bernhardt, Thomas C. Kinnear

Main Author Bernhardt, Kenneth L. Coauthor Kinnear, Thomas C. Edition 7th ed. Publication Chicago : Irwin, 1997 Description XIV, 665 p. Series The Irwin series in marketing ISBN 0-256-20464-0 Abstract The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.2. The quality and diversity of the cases offered--not everyone can write a good case. 3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only.
Índice: Part 1 - An Orientation to the Case Method: Chap. 1 - Note to the Student on the Case Method; Chap. 2 - Introduction to Marketing Decision Making; Chap. 3 - Financial Analysis for Marketing Decision Making; Chap. 4 - A Case with a Student Analysis. Part 2 - Introduction to Marketing Decision Making. Part 3 - Marketing Information and Forecasting; Part 4 - Product and Brand Management Decisions; Part 5 - Distribution Decisions; Part 6 - Promotion Decisions; Part 7 - Pricing Decisions; Part 8 - Public Policy and Ethical Aspects of Marketing; Part 9 - Marketing Programs and Strategy.
Topical name Marketing
Caso - Estudo
Marketing - Gestão
CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book IPAM Porto
658.8 BER 2363 Available 2363
Total holds: 0

The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.2. The quality and diversity of the cases offered--not everyone can write a good case. 3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only.

Índice: Part 1 - An Orientation to the Case Method: Chap. 1 - Note to the Student on the Case Method; Chap. 2 - Introduction to Marketing Decision Making; Chap. 3 - Financial Analysis for Marketing Decision Making; Chap. 4 - A Case with a Student Analysis. Part 2 - Introduction to Marketing Decision Making. Part 3 - Marketing Information and Forecasting; Part 4 - Product and Brand Management Decisions; Part 5 - Distribution Decisions; Part 6 - Promotion Decisions; Part 7 - Pricing Decisions; Part 8 - Public Policy and Ethical Aspects of Marketing; Part 9 - Marketing Programs and Strategy.

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