case insight

Case Insights start each chapter, and are based on an interview with a real marketing practitioner from a real organisation. Students are posed a question at the end of the 'story' which they are then encouraged to answer, once they have read the theory.

Solutions are shown in a ten minute video clip with the practitioner (Practitioner Insight - available on the instructors' DVD) showing what really did happen.

Case Insights illustrate how marketing problems have been solved in business, enabling students to apply the theory they have learnt to real-world situations.

 Practitioner Insights

 Market Insights

 Academic Insights

 Research Insights