Marketing in practice applying the case study mm method

This book was written with the goal of advancing the knowledge and skills of university teachers and students in the field of marketing management that lack case studies from our (field of) practice as a supporting factor to theoretical knowledge. It is also aimed at representatives of the corporate world that apply marketing management in both theory and practice to their work, to encourage the development of new case studies in the local market, and to participate in the organization of competitions that assign and solve case studies. This book is also intended for all those interested in the issue of applying an interactive method of this kind – the case study in the educational process as an addition to existing knowledge and experience.
The book represents years of experience of university teachers and students at the Faculty of Organizational Science of the University of Belgrade. The first part of this book encompasses the conceptual and functional specifics of the case study method, while the second part covers the role of students in the educational process of analyzing and discussing case studies. The third part of this book discusses the view points of university teachers as to the planning (writing) and leading of case study discussions in the educational process. The fourth part explains the process of organizing competitions: participants and their roles, advantages and disadvantages for schools, universities, and students and company representatives in the assignment of real world issues in marketing management case studies. The fifth and last part of the book shows concrete examples of local and foreign companies through specific case studies. The latter are composed and adapted as discussion material for use in the educational process.
This book covers examples of several companies in the Serbian market that range from the chemical, publishing, food and beverage, automobile, leather and athletic gear industries. For the reader to have a better understanding of the case studies represented here, including their practical applications, additional visual material has been prepared on the CD that accompanies this book, the structure of which includes analysis, problem identification and suggestions for possible case study solutions. Advice for applying case studies in the educational process is also included for university teachers and students. This advice is represented in the form of a lecture plan for its application and includes goals and lecture themes, subjects that can be covered by case studies, techniques and methods that can be applied in solving specific problems within case studies, skills and knowledge that is adopted after analysis and discussion of case studies, and assignments for teachers and students.
In comparison to available domestic literature in the field of marketing management, the originality of this book lies in the presentation of eight practical examples of companies on the Serbian market and the encompassing of a variety of complete cases that cover the scholastic subject of marketing management: marketing research, market segmentation, choice of target market, product positioning, defining marketing mix (product, price, sales and promotion) instruments, placement of new brands on the market, implementation of marketing plans, and control (analysis) of marketing effect