Marketing Case Studies: How to Tackle Them - How to Answer Them

Based upon the most recent CIM Certificate and Diploma exams, this text provides a structured approach for students confronted with case studies and business scenarios for the first time. It pinpoints the problems that readers are likely to encounter, and suggests solutions. Fully worked examples and specimen answers are included. The case studies themselves cover the practice of marketing, sales management, international marketing, marketing planning and control, and marketing communications.