Getting the most out of case studies.
10/9/2001
It's as heavy as the heaviest textbook, but the ninth edition of this guide provides a valuable reference for even the most experienced marketing executive. One of the maddening aspects of reading a case study when you're out of the classroom setting is the lack of opportunity to debate it with colleagues. This book solves that problem in large part by describing the inherent marketing factors in forty-two case studies on everything from food to furniture to biotechnology products. (Three of the cases are by HBS faculty: John A. Quelch, Das Narayandas, and John Gourville.) The editors, professors at Southern Methodist University and the University of Texas, lay out the essentials of strategic marketing and include a glossary terms as well as tips for writing a winning marketing plan.