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Problems in Marketing
Applying Key Concepts and Techniques
Second Edition
- Luiz Moutinho - University of Glasgow, UK
- Charles S Chien - Feng Chia University
January 2008 | 336 pages | SAGE Publications Ltd
Fully revised and updated, Problems in Marketing includes over 50 new problems. This varied and challenging collection of problems has been written as a learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management.
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.
Environmental Scanning
Consumer Behaviour
Market Research and Market Forecasting
Strategic Marketing
Positioning, Product and Pricing
Pricing
Integrated Marketing Communication
Internet Marketing
Sales and Distribution Management
International Marketing
Issues and Trends
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
Departamento de Mercadeo y Negocios Internacionales, Universidad del Norte
June 19, 2013
Sample Materials & Chapters
Chapter 8 Internet Marketing (Expanded Content)
Chapter 11 Issues and Trends (Expanded Content)
