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.