商品詳細

In this book, the author provides case studies that aim to help students analyze the marketing strategies and the outcomes of a variety of corporations. Through their analysis, students should gain insights that are transferable to other firms, other times, and other situations. The book highlights the marketing initiatives of many different corporations including PepsiCo, United Way, and Snapple. An "entrepreneurial adventures" section provides cases in which social and ethical concerns are scrutinized. A "great turnarounds" section highlights such companies as IBM, Sears, and Harley Davidson. The book examines firms which should be familiar to students in a variety of industries, both global and domestic.