This book provides a practical, straightforward approach to planning, analysing
and implementing marketing strategies. With nearly 80% of the future marketing
graduates going to work in small businesses or entrepreneurial organizations,
this book/case book was written to address the challenges that marketing
personnel will face in their developing careers, and takes a practical
perspective to equip readers to understand the components of strategic marketing
management. For those interested in just the marketing management and strategy
concepts, the text is available without the cases to fit your course needs.