Marketing is more an art than a science. Good marketing decision-making skills can only be developed through constant practice. The use of cases in the classroom provides opportunities for students to practise their skills in developing and implementing marketing strategies.
There is a lack of suitable casebooks in the Singapore or ASEAN context. This book is a compilation of 22 cases covering companies in Singapore and the ASEAN region focusing on different aspects of marketing decision-making. This case text can assist instructors in Singapore and the ASEAN region in making their marketing management courses more relevant and practical.