STRATEGIC AND OPERATIONAL MARKETING: A Collection of Cases by GSOM authors, ed. by I.V. Gladkikh
The book includes case studies selected from the collection of cases on Strategic and Operational Marketing of the Graduate School of Management, St. Petersburg University. Each case is a description of a situation from business practice, which encourages readers to offer their answer to the challenges faced by the company, or to give their version of a professional analysis of the problem.
The authors of case studies are professors at GSOM, combining teaching with an active consulting and research practice.
Cases are designed for use as a teaching material during the interactive sessions on business education programs at various levels (MBA, Master's, Bachelor's), as well as for individual work on the development of decision-making skills.
The case studies cover a wide range of issues of strategic and operational marketing, including branding perspective, pricing strategy, sales management and distribution, international marketing and marketing areas. The collection brings together case studies of different formats. All cases are based on real events.
The collection is aimed at professors of marketing, and students of business schools, as well as professionals and managers involved in development marketing strategies of companies.