Cases in Marketing Management
- Kenneth E. Clow - University of Louisiana at Monroe
- Donald Baack - Pittsburg State University, Pittsburg, USA
The Ivey Casebook Series
Cases in Marketing Management is a unique collection of 40 cases from Ivey Publishing. This casebook helps students gain a better understanding of marketing management by providing them with a look at the complex issues that marketing managers and professionals deal with on a regular basis.
Key Features
Presents real-world cases related to marketing management: Cases illustrate the complex nature of marketing management in organizations from around the world.
Provides current cases: The majority of the included cases are from 2009 and 2010, and all of the cases were published or updated after 2007, providing students with an up-to-date look at the companies and issues presented.
Generates classroom discussion: Cases let students grapple with actual decisions that real-world managers have faced.
Offers much more than a packet of cases: The editors provide summaries of concepts, helpful discussion questions, and readings for each chapter.
"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"
"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."
"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."
My teaching has changed and I no longer teach the module I got this for. Although this is a good book, the cases are too substantial to be used with any of my other modules.
Sample Materials & Chapters
Chapter 1 - The Nature of Marketing Management
Chapter 5 - Customer Acquisition Strategies and Tactics