Cases for analysis in marketing

What it’s about

Cases for Analysis in Marketing gathers a broad set of real-world marketing situations—from Wendy's and Pepsi to funeral homes, contraceptive advertising, and the U.S. Postal Service—and invites students to diagnose problems, generate alternatives, and craft recommendations. Organized around consumer behavior, product, distribution, promotion, and pricing strategy, plus emerging applications of marketing principles, the book pairs each case with structured analysis forms that prompt students to identify the 'real business' at stake, evaluate market segments and communication appeals, and defend specific decisions. It is an experiential companion to introductory marketing texts that turns abstract concepts into concrete decisions across firms of every size and industry.

The through-line

Who it’s for

An introductory marketing student (or instructor) who wants to develop practical skill in analyzing and solving real marketing problems.

The problem

Abstract marketing concepts are hard to apply to messy, real-world business situations. The learner feels unsure whether they can actually diagnose problems and make defensible marketing decisions.

The plan

1. Read each case to understand the organization and its marketing situation.
2. Identify the core problem or 'real business' at stake.
3. Generate and analyze alternatives using marketing concepts.
4. Use the structured analysis forms to answer targeted questions.
5. Specify and justify concrete recommendations.

The payoff

The learner can confidently diagnose marketing problems, evaluate options, and defend recommendations across diverse industries.

See our guide

• Measure And Grow Marketing With Data →

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• Measure And Grow Marketing With Data →Cited source