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Problems in Marketing Author: Luiz Moutinho

ISBN: 9781853961113 Format: Paperback Number Of Pages: 256 Published: 17 May 1991 Country of Publication: GB Description: This varied and challenging collection of problems has been written as a supplementary teaching and learning aid to any marketing textbook. The problems cover a wide range of marketing practice, each problem concentrating on a particular concept or technique of marketing management.

Features of the volume are that it: involves students in the different kinds of problems marketing managers face today; encourages students to question concepts and techniques, and so find ways of improving marketing management; and provides students with explanations of the techniques and the methodology for solving problems.

Each problem is fully explained to the student when introduced. Then explicit instructions for solving each problem are given. Finally, the problem itself is introduced alongside some specific discussion questions. Some of the problems only present criteria for making decisions and problem-solving, rather than mathematical techniques.

Problems in Marketing contains 60 problems related to ten major marketing management areas. These 10 areas are: Strategic Marketing (8 problems); ...

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