Marketing Strategy Case Book is a collection of contemporary case studies designed to develop students' capacity to analyse challenging situations within a marketing context, to formulate and implement strategies to overcome them and to act on those strategies when necessary. The case studies are based on real-world scenarios and are drawn from diverse regions, industries and technologies. Reflecting important concerns within the modern corporate environment, they incorporate considerations of ethics, sustainability and corporate social responsibility, all in the context of strategic marketing issues. They will engage students and encourage them to see how the principles of strategic marketing apply to real businesses and the situations they encounter. With a matching structure and topical emphasis, Marketing Strategy Case Book is intended to be used in conjunction with the textbook by the same authors: Marketing Strategy: A Life-Cycle Approach.
• The case studies are based on real-world scenarios and are drawn from diverse regions, industries and technologies • Designed to be used in conjunction with the textbook, Marketing Strategy: A Life-Cycle Approach • Features contemporary and engaging contributions from a wide variety of Australian and International academics
Contents
Introduction Mark Edwards and Alvin Lee; Part I. The Fundamentals of Strategy: 1. Corporate social responsibility, stakeholder theory and climate change: is green the new black for ExxonMobil? Catherine Archer; 2. The true character of Jacob's Creek Peter Ling; 3. Child brand ambassadors – merely a child's play for business? Shamsul Kamariah Abdullah; Part II. The Strategic Analyst: 4. Marketing Spanish wine and wine tourism: an unfulfilled potential? Abel Duarte Alonso and Martin O'Neill; 5. Corporate social responsibility (CSR) and professional sports Abel Duarte Alonso and Michelle O'Shea; 6. To toy or not to toy? Claire Lambert and Stephen Fanning; 7. The art of online marketing: linking remote Aboriginal artists with global markets Tim Acker; 8. ThurayaDSL: a product failed in maritime market Imtiaz Sharik Hossain and M. Yunus Ali; 9. Raiders of the lost niche Lara Stocchi; Part III. The Strategic Planner: 10. The ugly truth: customers are not always (exclusively) loyal Lara Stocchi and Arry Tanusondjaja; 11. Air Asia: fulfilling a childhood dream Peter Ling; 12. Marketing in unstable times: new Aboriginal art and enterprise Tim Acker; 13. Daffodil Day: ANZ national bank – cancer society of NZ Nitha Palakshappa; 14. Why did HP's Touchpad fail in the consumer market, and Amazon's Kindle Fire succeed? Ralf Wilden; 15. New product glitters but no glory for Thuraya in high-tech MSS market Imtiaz Sharik Hossain and M. Yunus Ali; Part IV. Implementing and Monitoring Strategy: 16. Do you have a 'green thumb' when it comes to growing your brand? Lara Stocchi; 17. Marketing for transformational futures: the case of Marshalls PLC Mark Edwards, Chris Harrop and Alvin Lee.
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