The Marketing Case Study eBook has been designed to be used as an accompaniment to a broad spectrum of marketing texts providing academics and students with discussion questions and answers that relate to the cases. Accompanying questions and solutions provided for academics provide not only coverage of the key marketing points found in each of the cases but also support academic textbooks in the area of - marketing strategy
- integrated marketing communications
- consumer behaviour
- marketing theory
- international marketing
The marketing case studies focus on a broad spectrum of marketing topics and will support academic teaching praxis and student engagement and learning by exposure to ‘real world’ cases. The first case deals with the challenges faced in today’s marketing environment; then issues relating to corporate social responsibility are covered; this is followed by the implication of strategy and positioning strategies. Consumer behaviour and business to business marketing are also covered. Of course the traditional four P’s are covered as well as eMarketing and the essential of control, a topic that is sometimes disregarded, yet a key to marketing success and something that all students should be made aware of. During the past five years many changes have taken place in terms of the challenges that marketers face. The increasing impact of global economies and the escalated blending of cultures impacts upon how businesses dealing with their marketing issue. From a teaching and learning perspective it was evident that the key to student engagement and success is that students have the opportunity to be exposed to some of the real world experiences being dealt with by marketers. This created a desire to integrate current real world marketing into the learning and teaching experience. As the economy changes many local companies cannot escape the competition of international firms and their eMarketing strategies. In order to be producing graduates with skills that meet the demands of these rapidly changing marketing environments we have brought together this collection of eMarketing case studies. The cases focus on marketing strategies that have been recognised in the global press. The cases have been written in such a way as to allow the student to read the case in an interactive manner, by providing the URL links to take the student to an even wider variety of resources and materials that support the case and in turn provide them with a much richer learning experience to that which is generally provided in a case. The student can vary their engagement depending on their desire to seek out further information about the case by clicking the links to read more. The student readers are encouraged to engage with these challenging cases related to well known and recognised brands and the strategic implications of competitive marketing. Students are also exposed to the strengths, weaknesses of various advertising, sales and promotional strategies as well as the social and political implications posed by such campaigns. Leone Cameron
Annette Helling-Benze
November 2012
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