Dibb, Sally,  1963- <br/><br/>
The marketing casebook :  cases and concepts / 
Sally Dibb and Lyndon Simkin 
 - 2nd ed. 
 - London :  Thomson Learning,  2001 
 - xvi, 337 p. ;  25 cm. 
<br/><br/>List of tables. - List of figures. - About the authors. - Acknowledgement. - Sources. - Preface. - Introduction. - Pt. 1. How to tackle case study analysis and presentations. Case study analysis. - Pt. 2. Short cases for decision. 1. Ethical marketing. 2. The marketing environment. 3. Non-business marketing. 4. Marketing mix. 5. New product development. 6. Promotion. 7. Direct marketing. 8. Marketing operations. - Pt. 3. Full cases. - Pt. 4. Theory notes. - Pt. 5. Glossary of key terms. - Pt. 6. Further readings. - Index. 
<br/><br/> This book is designed to illustrate the key concepts in marketing theory through a series of case studies and theory notes. By examining the way marketing works in practice, the reader is drawn into the problems and questions facing marketing practitioners in their everyday lives. This book is structured to help develop student's understanding of marketing with specific focus on plenary seminar discussions and examinations. - Preface 
<br/><br/><label>ISBN: </label>1861526245 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Case studies.
<br/><br/><label>Dewey Class. No.: </label>658.8  / DIB