The Marketing Casebook: Teacher's Manual

The Marketing Casebook is specifically designed to cover the key concepts of marketing theory through a series of integrated case studies. This manual is cross-referenced with the casebook and aims to help the tutor lead seminars and discussion groups on each of the cases and the related topic notes. The authors look at each case breaking it down into sub-headings: summary; core issues; topics for discussion; notes to reference; figures; and teaching suggestions. A particular feature are the 34 OHT masters which can be used as aids to discussions on both the theory notes and the cases.