You are here

Cases in Marketing Management
Share

Cases in Marketing Management

First Edition


560 pages | SAGE Publications Pvt. Ltd
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

Preview this book

For instructors

This book is not available as an inspection copy. For more information contact your local sales representative.