Problems in Marketing
Applying Key Concepts and Techniques
- Luiz Moutinho - University of Glasgow, UK
- Charles S Chien - Feng Chia University
Problems begin with a full introduction to the concept followed by explicit instructions for solving them. This leads directly to a series of discussion questions to further enhance the application of each problem.
A companion Web site with resources for students and instructors is available.
The book is an excelent complementary reading for the course providing cases for use not only in the class of marketing fundamentals and marketing mix, but in some other more advanced courses during the undergarduate programs and postgraduate programs in business and marketing
Sample Materials & Chapters
Chapter 8 Internet Marketing (Expanded Content)
Chapter 11 Issues and Trends (Expanded Content)