This comprehensive collection of 38 cases selected from Ivey Publishing helps students understand the complex issues that marketing professionals deal with on a

As marketing strategies remain an essential tool in the success of an organization or business, the study of consumer-centered behavior is valuable in the impro

The traditional strengths of this project rest on three main tenets:1. The strong reputations of the authors--they are those rare breed of academic who maintain

Online Instructor Manual (login required) Creative Brief Form (Figure 8.1) (pdf file) Students of advertising and marketing management learn many concepts and t

This book provides knowledge and skill-building training exercises in managing marketing decisions in business-to-business (B2B) contexts.