Marketing strategy cases Cases study:from drones to sports services and cosmetics - Jean-Louis Martinez - Ma Editions - broché - Guide

The case study method is particularly well suited to teaching strategic marketing, a complex subject due to the many factors that come into play in the decision-making process. This book offers what numbers do not: more specifically, it provides training in decision making in the unpredictable context of the consumer products sector. This competitive world, with its colossal financial stakes, has become so demanding that only essential human aptitudes such as intellectual rigour, analytical skills, sound judgement and the ability to make decisions can guarantee a successful career. Therefore, this book recounts, in as many different stories, the real-life experiences of certain companies, whether large or small, and whatever their business sector. Each case provides a realistic example of a specific situation drawn from the day-to-day running of these organisations: information is factual and relevant, structured and quantifiable, albeit sometimes partial or incomplete. However, keen s