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Understanding marketing: a European casebook. (Book Reviews).

Publication: International Journal of Market Research
Publication Date: 22-SEP-03 		Format: Online - approximately 1216 words
Delivery: Immediate Online Access

Article Excerpt
Celia Phillips, Ad Pruyn and Marie-Paul Kestemont (eds)

Chichester: Wiley & Sons Ltd, 2000

232pp, paperback [pounds sterling]17:99

ISBN: 0-471-86093 X

Assessing the merit of collections of case studies always presents me with the problem of identifying the major target/beneficiary of such a book. For a 'traditional' text no such problems exist: the target generally being students, who will buy the book to complement a particular course of study. The teacher 'sells' the book on its appropriateness to the course being studied, and the publisher gains from (hopefully) mass sales. By contrast, it is not quite as easy to explain collections of case studies: while they are undoubtedly a 'good idea' from the point of view both of the authors and the publisher, they represent far less value for money for the classroom practitioner. Their main use lies in providing supplementary material to illustrate the concepts and theories dealt with in the recommended text. Seen from the point of view of the student, therefore, a book of case studies represents an additional financial burden, and one which will generally come second...

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