This casebook aims to provide students with a means for integrating marketing theory and practice, to stimulate thought, and to develop problem solving skills. The 42 cases are taken from a variety of organizations - national, regional, small businesses, and international, and deal with products in different stages of the product life cycle. They cover market leaders, market challengers, market followers, and covers topical issues faced by strategic marketers today.
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This casebook aims to provide students with a means for integrating marketing theory and practice, to stimulate thought, and to develop problem solving skills. The 42 cases are taken from a variety of organizations - national, regional, small businesses, and international, and deal with products in different stages of the product life cycle. They cover market leaders, market challengers, market followers, and covers topical issues faced by strategic marketers today.
Read Less
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