Książki

This book is a collection of 50 cases and consumer stories. Thirty (30) of them are descriptions of events at the intersection of marketing and consumers. Most of them are events created by marketers for consumers’ benefit. A few are consumer narratives of their experiences. They are a good mix of the recent and the classics—classics whose lessons continue to be relevant. Then there are twenty (20) “starter stimuli” (sample interviews, quick assignments, explorations, practice projects, etc.) for students to build upon and create marketing artifacts of their own, as Experiential Learning. All are bite-sized—one or two pages long. The book is a free-standing learning tool. Concepts specific to the SOURCE BOOK from which these contents are drawn are also included in footnotes, and also available on www.MYCBBook.com/TCBC as Open Access. Concepts that are common to all CB Books are of course not included. Thus, the book can complement any CB textbook. If students are already familiar with those concepts, then the book will serve as a free-standing, self-sufficient book. The “Starter Stimuli” contain enough information to enable students to complete the experiential exercises. The book is laid out in 112 pages with sparse text and plenty of visuals, 4-colors, on 7.5x9” pages, designed to be easy to read. The ebook pdf opens as a spread.

TCBC—Teaching Consumer Behavior with Cases