Problems in marketing : applying key concepts and techniques / Luiz Moutinho & Charles Chien.

By:

Moutinho, Luiz

Contributor(s):

Chien, Charles S

Material type: Text

TextPublication details: Los Angeles ; London : Sage Publications, 2008.Edition: 2nd edDescription: xiii, 322 p. : ill. ; 24 cmISBN:

9780761971788 (cased)
9780761971795 (pbk.)

Subject(s):

Marketing

DDC classification:

658.8 MOU

Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Standard Loan	Moylish Library Main Collection	658.8 MOU (Browse shelf(Opens below))	1	Available		39002100507665

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Enhanced descriptions from Syndetics:

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. Solutions are also available to lecturers by clicking on the companion website logo above.

Includes bibliographical references and index.

Table of contents provided by Syndetics

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

Author notes provided by Syndetics

Professor Luiz Mountinho is Foundation Chair of Marketing, Department of Management, University of Glasgow, Scotland
Charles S. Chien is Associate Professor in Marketing and Director of the Executive MBA, Department of International Trade and Business, Feng Chia University, Taiwan