Publisher description for Cases in marketing management / Kenneth L. Bernhardt, Thomas C. Kinnear.
Bibliographic record and links to related information available from the Library of Congress catalog
Information from electronic data provided by the publisher. May be incomplete or contain other coding.
The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain high profiles from a research standpoint yet have a fierce dedication and talent for what goes on in the classroom.
2. The quality and diversity of the cases offered--not everyone can write a good case.
3. The first 44 pages of the text that center on orienting the student to the methods and benefits of case oriented education. Specifics include an orientation chapter, a chapter on analyzing cases, a chapter on marketing financial, and a full case example complete with a sample student analysis of that case. The rest of the book is cases only.
Library of Congress subject headings for this publication: Marketing Management Case studies, Marketing Decision making Case studies