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The marketing casebook: cases and concepts. (Book Reviews).

Publication: International Journal of Market Research
Publication Date: 22-MAR-03
Format: Online
Delivery: Immediate Online Access
Full Article Title: The marketing casebook: cases and concepts. (Book Reviews).(Thomson Learning. 2nd ed.)(Book Review)

Article Excerpt
Sally Dibb and Lyndon Simkin

Thomson Learning, 2nd edn, 2001 337 pp, soft cover, [pounds sterling]19.99 ISBN 1 86152 624 5

A casebook such as this is targeted primarily at undergraduate and postgraduate students so that they can develop their analytical skills and relate key theoretical concepts of marketing to actual business and industrial situations. In doing so they acquire insights into how diverse companies survive and thrive in today's highly competitive markets. In writing these well-chosen case histories, the authors, who are experienced management lecturers at Warwick Business School,...

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