Marketing Challenges 3/E

by Christopher H. Lovelock and Charles B. Weinberg

New York: McGraw-Hill, 1993, 670 pp.
ISBN 0-07-038804-0 (hardbound).

Firmly established as one of the leading casebooks in marketing, the 3rd edition of Marketing Challenges contains 46 cases (of which about half are new to this edition). These cases are grouped into ten sections, each addressing a specific aspect of marketing management and preceded by a 6-10 page textual note introducing that topic. Cases are broadly divided between manufacturing and service businesses, featuring a good mix of American, Canadian, and overseas locations. Five of the cases are devoted to public and nonprofit organizations. Appendixes include a glossary of selected marketing and management terms, and notes on financial analysis and use of computers for marketing decision making.

The primary audience for this book is MBA students taking an introductory marketing course. However, the wide array of cases included also makes the book suitable for use in a capstone undergraduate course or for MBA electives in areas such as strategic marketing. Students appreciate the notes on "Analyzing and Learning from Cases" and the "Example of a Case Analysis," which includes an instructor commentary.

(Note: Coauthor Charles B. Weinberg is a chaired professor at the University of British Columbia in Vancouver; he and Lovelock have been collaborating for more than 20 years on publications in both for-profit and not-for-profit marketing)

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Last Updated 2002-01-06

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