Marketing Intelligence & Planning: Volume 27 Issue 4

Using case studies in university‐level marketing education

Ross Brennan

The purpose of this paper is to develop a framework that can be used by marketing educators to evaluate the appropriateness of case studies for inclusion in a course.

Selling the Canadian Forces' brand to Canada's youth

Kylie McMullan, Pinder Rehal, Katy Read, Judy Luo, Ashley Huating Wu, Leyland Pitt, Lisa Papania, Colin Campbell

This purpose of this paper is to facilitate the exploration of marketing strategy in general and branding strategy in particular for a non‐profit, governmental institution.

HELP – for a life without tobacco: a case study on demarketing across two levels

Louise M. Hassan, Edward Shiu, Gianfranco Walsh, Gerard Hastings

The purpose of this paper is to present an overview and evaluation of the European Commission “HELP – for a life without tobacco” campaign.

Cloon Keen Atelier: scent for a premium position

Ann M. Torres

Cloon Keen Atelier develops candle and skin care products. The challenge for this small operator is to develop a strategy, which reinforces its chosen position as it develops new…

Coopers Brewery: heritage and innovation within a family firm

John Byrom, Kim Lehman

The Australian brewing sector has been subject to ever‐increasing concentration over recent years. Yet one firm, Coopers Brewery of South Australia, has managed to expand its…

The planning and implementation of integrated marketing communications

Barbara Caemmerer

The purpose of this paper is to illustrate the tasks involved in the planning and implementation of integrated marketing communications using an interesting, real‐life case study.

Martas precision slides: branding in international markets

Paurav Shukla, Steve Hogan

The case focuses on Martas Precision Slides, a late entrant in the growing furniture fitting market in Taiwan. The company is led by an ambitious and aggressive management team…

Cayamo – a case study of a music themed cruise

Stephen Henderson

This paper aims to provide a look at an unusual emerging market though its main aim is to provide a rich and colourful exercise for teaching marketing. Rich in that the teacher…

Editorial

Michael Harker